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.
สารบัญ
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
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Dr. Lisa Spiller is Professor Emerita of Marketing in the Joseph W. Luter, III School of Business at Christopher Newport University in Newport News, Virginia. She has been teaching marketing courses to undergraduate business students at CNU for 30 years and has helped the Luter School pioneer a major in direct and digital marketing, and has been a leader in her school’s initiatives in sales education. As a member of the University Honors Faculty, Dr. Spiller also teaches a course on personal marketing and is passionate about helping her students learn to “sell themselves” to achieve success in their careers and in their lives. Dr. Spiller is the author of Direct, Digital, and Data-Driven Marketing, now in its 5th edition by SAGE Publishing. Most recently, she was the lead author of a scholarly journal article, “Sales Education in the United States: Perspectives on Curriculum and Teaching Practices, ” that was awarded the Outstanding Journal of Marketing Education Sales Education Article of the Year for 2020.
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