Contemporary Direct & Interactive Marketing / Lisa D. Spiller, Martin Baier.
Material type:
TextPublication details: New Delhi : Upper Saddle River, N.J. : Pearson, Prentice Hall, c2011.Edition: 2nd edDescription: xxvi, 477 p. : ill., 23 cmISBN: - 0136086101
- 9780136086109
- 9788131730997
- Contemporary direct and interactive marketing
- 658.872 22 SPI-C 2011 806157
| Item type | Current library | Collection | Call number | Status | Notes | Date due | Barcode | Item holds | |
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Lahore Business School Library Shelf No. 87, LBS | Book | 658.872 SPI-C 2011 806157 (Browse shelf(Opens below)) | Available | Extra Issue to Miss Asra farooq Qazi 4934 | 806157 |
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| 658.872 LAU-E 2016 813935 E-commerce : Business, Technology, Society / | 658.872 LAU-E 2016 813936 E-commerce : Business, Technology, Society / | 658.872 LEV-F 2011 806008 Facebook Marketing : Designing your Next Marketing Campaign / | 658.872 SPI-C 2011 806157 Contemporary Direct & Interactive Marketing / | 658.872 STR-E 2012 806910 E-Marketing / | 658.872 STR-E 2012 806909 E-Marketing / | 658.872 STR-E 2012 806911 E-Marketing / |
Prev. ed. published as: Contemporary direct marketing / Lisa D. Spiller, Martin Baier. c2005.
Includes bibliographical references and index.
Examining the history and processes of direct and interactive marketing -- Building databases, selecting customers, and managing relationships -- Developing lists and discovering markets -- Planning and creating a value proposition : the offer -- Planning and creating compelling message strategies -- Designing and employing print -- Developing and utilizing electronic media -- Crafting and applying high-tech digital media -- Fulfilling the offer and serving the customer -- Conducting research and utilizing tests to measure performance -- Understanding the industry's environmental, ethical, and legal issues -- Exploring and adapting direct and interactive marketing strategies around the world -- Applying direct and interactive marketing math and metrics -- Examining direct and interactive marketing applications in a variety of sectors.