| LEADER : 00000nam 2200000uu 4500 |
| 008 110919s2010||||th 000 0 eng d |
| 020 ^a9780135093160 |
| 050 4 ^a HF5415^b.S652 2010 |
| 100 1 ^aSpiller, Lisa. |
| 245 10 ^aContemporary direct & interactive marketing /^cLisa D.Spiller, Martin Baier. |
| 246 3 ^aContemporary direct and interactive marketing |
| 250 ^a2nd ed. |
| 260 ^aBoston :^bPearson,^cc2010. |
| 300 ^axxvi, 477 p. :^bill., maps ;^c24 cm. |
| 500 ^aPrev. ed. published as: Contemporary direct marketing /Lisa D. Spiller, Martin Baier. c2005. |
| 504 ^aIncludes bibliographical references and index. |
| 505 0 ^aExamining the history and processes of direct andinteractive marketing -- Building databases, selecting customers, and managing relationships -- Developing lists and discovering markets -- Planning and creating a value proposition : the offer -- Planning and creating compelling message strategies -- Designing and employing print -- Developing and utilizing electronic media -- Crafting and applying high-tech digital media -- Fulfilling the offer and serving the customer -- Conducting research and utilizing tests to measure performance -- Understanding the industrys environmental,ethical, and legal issues -- Exploring and adapting directand interactive marketing strategies around the world -- Applying direct and interactive marketing math and metrics-- Examining direct and interactive marketing applicationsin a variety of sectors. |
| 650 0 ^aDirect marketing. |
| 700 1 ^aBaier, Martin. |
| 700 1 ^aSpiller, Lisa. ^tContemporary direct marketing. |
| 999 ^aใช้งานได้ทุกระบบ |
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