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Direct, Digital & Data-Driven Marketing
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Direct, Digital & Data-Driven Marketing

Fifth Edition
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January 2020 | 784 pages | SAGE Publications Ltd

In this latest edition of her classic text, Lisa Spiller takes an insightful, in-depth look at contemporary marketing concepts, tactics, and techniques and the dynamic innovations that continue to drive and shape this multi-faceted, multi-dimensional field.

Direct, Digital, and Data-Driven Marketing recognizes the growth of the various digital formats as the newest interactive channels for conducting modern marketing. But it does not overlook the traditional principles of direct marketing still relevant today. This book examines the field both as it once was and as it is evolving.

With plenty of learning features online resources, the Fifth Edition provides an engaging journey, which will leave any marketing student with a thorough knowledge of how all kinds of businesses manage regular communication with their customer base and target demographic.


 
Part 1: Build, Develop, and Measure Direct Marketing Strategies
 
Chapter 1: Processes and Applications of Direct Marketing
 
Chapter 2: Database Marketing and Customer Relationship Management
 
Chapter 3: Lists and Market Segments
 
Chapter 4: Marketing Analytics: Testing and Measurement
 
Part 2: Create and Place Direct Marketing Campaigns
 
Chapter 5: The Offer
 
Chapter 6: Message Strategies
 
Chapter 7: Print Media
 
Chapter 8: Television, Radio, and Digital Video
 
Chapter 9: Mobile, Text, and Telephone
 
Chapter 10: Digital and Social Media
 
Part 3: Serve and Adapt to Customers and Markets
 
Chapter 11: Business-to-Business (B2B)
 
Chapter 12: Fulfillment and Customer Service
 
Chapter 13: Environmental, Ethical, and Legal Issues
 
Chapter 14: International Direct Marketing
 
Part 4: Applications, Examples, and Careers in Direct Marketing
 
Comprehensive Cases
 
Appendices

Supplements

Click for online resources
  •  PowerPoint Slides
  •  MCQs
  • Essay Questions

Sample Materials & Chapters

Chapter 1: Build, Develop, and Measure Direct Marketing Strategies


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