| 000 | 02423nam a22003375i 4500 | ||
|---|---|---|---|
| 005 | 20250919142019.0 | ||
| 008 | 191122s2020 caua 001 0 eng | ||
| 020 |
_a9781529708189 _qhardback _cRM670.80 (PTSL) |
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| 040 |
_aDLC _beng _erda _cDLC _dUKM _erda |
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| 090 |
_aHF5415.126 _b.S675 2020 |
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| 100 | 1 |
_aSpiller, Lisa, _e author. |
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| 245 | 1 | 0 |
_aDirect, digital & data-driven marketing / _c Lisa Spiller. |
| 250 | _aFifth edition. | ||
| 264 | 1 |
_aThousand Oaks : _b SAGE, _c 2020. |
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| 264 | 4 | _c©2020. | |
| 300 |
_axxviii, 752 pages ; _b illustrations : _c 25 cm. |
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| 336 |
_atext _2rdacontent |
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| 337 |
_aunmediated _2rdamedia |
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| 338 |
_avolume _2rdacarrier |
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| 500 | _aIncludes and index. | ||
| 505 | _a 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 /> | ||
| 520 |
_a'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'-- _cProvided by publisher. |
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| 650 | 0 | _aDirect marketing. | |
| 907 |
_a.b1684001x _b2020-12-30 _c2020-11-25 |
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| 942 |
_c01 _n0 _kHF5415.126 .S675 2020 |
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| 949 | _o 101013027 | ||
| 990 | _anma/jm | ||
| 991 | _aFakulti Ekonomi dan Pengurusan | ||
| 998 |
_at _b2020-11-25 _cm _da _feng _gcau _y0 _z.b1684001x |
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| 999 |
_c651355 _d651355 |
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