Spiller, Lisa,  <br/><br/>
Direct, digital & data-driven marketing / 
Lisa Spiller. 
 - Fifth edition. 
 - xxviii, 752 pages ;    illustrations :    25 cm. 
<br/><br/> Includes and index. 
<br/><br/>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 /> 
<br/><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'-- 
<br/><br/><label>ISBN: </label>9781529708189  RM670.80 (PTSL) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Direct marketing.