Contemporary direct marketing / Lisa D. Spiller, Martin Baier.
By: Spiller, Lisa
.
Contributor(s): Baier, Martin
.
Publisher: Upper Saddle River, N.J. : Pearson Education/Prentice Hall, 2005Description: xxi, 410 p. : ill. ; 24 cm.ISBN: 0131017705 (pbk.).Subject(s): Direct marketing![](/opac-tmpl/bootstrap/images/filefind.png)
Item type | Current location | Shelf location | Call number | Copy number | Status | Notes | Date due | Barcode |
---|---|---|---|---|---|---|---|---|
Main Collection | Taylor's Library-TU |
Floor 4, Shelf 27 , Side 2, TierNo 5, BayNo 4 |
658.872 SPI (Browse shelf) | 1 | Available | SHTEx,70002,03,AD | 5000042949 |
Includes bibliographical references and index.
1. Elements of direct marketing - 2. Direct marketing lists and segmentation - 3. Database-driven direct marketing - 4. Planning the offer - 5. Creative strategies in direct marketing - 6. Direct mail and other print media - 7. Broadcast and other electronic media - 8. Telemarketing - 9. The internet - 10. Customer service and fulfillment - 11. Direct marketing research: survey and experimentation - 12. Regulatory environment: the ethical and legal issues in direct marketing - 13. Business-to-business (Industrial) direct marketing - 14. Direct marketing for nonprofit organizations - 15. International direct marketing.