Contemporary Direct Marketing
Lisa Spiller,Martin Baier

For courses in Direct, Database, and Interactive Marketing. Written by recognized leaders, Martin Baier, a member of the "Direct Marketing Hall-of-Fame" and, Lisa Spiller, an award-winning direct marketing educator, this new textbook provides a comprehensive and fresh overview of direct marketing with an emphasis on database marketing, customer relationship marketing, and accountable, response-driven marketing. The field of direct marketing has been transformed by new technologies; this book addresses that plus helps students learn by doing via hands-on exercises, cases, and applications. Accomplished authors-A member of the "Direct Marketing Hall-of-Fame," and an award-winning direct marketing professor/educator. Presents students and instructors with a text written by leaders in the field who know direct marketing and how to teach it-and know about student learning. State-of-the-art textbook-Covers the information that customers and businesses utilize right now. Keeps students "ahead of the curve," with relevant and directly applicable content that reflects reality and marketplace changes. Unique, comprehensive coverage-Not found in other texts. Provides students with complete discussions of all important direct marketing topics. Eliminates the need for instructors to spend extra preparation time researching information to augment their text, and can be easily manipulated and used to suit a particular teaching style. A wide variety of "hot" topics-i.e., legal issues; non-profit organizations; business-to-business applications; customer service and fulfillment; and creative and quantitative issues. Gives students an invaluable book they will want to read and keep on hand for use in their careers. Many real-life examples and applications throughout. Enables students to relate to text material, keeps them interested in the course, and motivates them for a successful marketing career. Numerous hands-on exercises for students-Promotes oral and written communication and creative thinking skills. Engages students to learn by doing, makes the process fun, and stimulates "out-of-the-box" thinking. "The authors are obviously well versed in direct marketing. Thus, the 'direct marketing' coverage, content, and organization are excellent." - Barry Langford, Florida Gulf Coast University"The Treadmoves case is "an excellent 'icebreaker' to the essence of direct marketing." - William Trombetta, St. Joseph's University"The first chapter is an "excellent introduction to the topic of Customer Relationship Management" and has "excellent consideration of the scope of Direct Marketing." - Marilyn Lavin, University of Wisconsin - Whitewater

Informacje dodatkowe o Contemporary Direct Marketing:

Wydawnictwo: angielskie
Data wydania: b.d
Kategoria: Ekonomia
ISBN: 978-0-13-101770-2
Liczba stron: 0