Direct, digital & data-driven marketing / Lisa Spiller.
Publisher: Thousand Oaks : SAGE, 2020Copyright date: ©2020Edition: Fifth editionDescription: xxviii, 752 pages ; illustrations : 25 cmContent type:- text
- unmediated
- volume
- 9781529708189
| Item type | Current library | Home library | Call number | Materials specified | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|---|
| AM | PERPUSTAKAAN TUN SERI LANANG | PERPUSTAKAAN TUN SERI LANANG KOLEKSI ASIA TENGGARA-P. TUN SERI LANANG (ARAS 5) | HF5415.126.S675 2020 (Browse shelf(Opens below)) | 1 | Available | 00002257696 |
Includes and index.
Part 1: Build, Develop, and Measure Direct Marketing Strategies<br />Chapter 1: Processes and Applications of Direct Marketing<br />Chapter 2: Database Marketing and Customer Relationship Management<br />Chapter 3: Lists and Market Segments<br />Chapter 4: Marketing Analytics: Testing and Measurement<br />Part 2: Create and Place Direct Marketing Campaigns<br />Chapter 5: The Offer<br />Chapter 6: Message Strategies<br />Chapter 7: Print Media<br />Chapter 8: Television, Radio, and Digital Video<br />Chapter 9: Mobile, Text, and Telephone<br />Chapter 10: Digital and Social Media<br />Part 3: Serve and Adapt to Customers and Markets<br />Chapter 11: Business-to-Business (B2B)<br />Chapter 12: Fulfillment and Customer Service<br />Chapter 13: Environmental, Ethical, and Legal Issues<br />Chapter 14: International Direct Marketing<br />Part 4: Applications, Examples, and Careers in Direct Marketing<br />Comprehensive Cases<br />Appendices<br />
'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'-- Provided by publisher.
There are no comments on this title.