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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 marketingDDC classification: 658.872
Contents:
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.
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.