000			02059cam a2200337 a 4500
999			_c2196 _d2196
001			15575001
005			20170222090029.0
008			090105s2010 njuab b 001 0 eng
010			_a 2008055856
020			_a0136086101
020			_a9780136086109
035			_a(OCoLC)ocn268788846
040			_aDLC _cDLC _dBTCTA _dYDXCP _dYDX _dCDX _dC#P _dBWX _dOCLCQ _dDLC
050	0	0	_aHF5415.126 _b.S65 2010
082	0	0	_a658.872 _222
100	1		_aSpiller, Lisa.
245	1	0	_aContemporary direct & interactive marketing / _cLisa D. Spiller, Martin Baier.
246	3		_aContemporary direct and interactive marketing
250			_a2nd ed.
260			_aUpper Saddle River, N.J. : _bPrentice Hall, _cc2010.
300			_axxvi, 477 p. : _bill., maps ; _c24 cm.
504			_aIncludes bibliographical references and index.
505	0		_aExamining the history and processes of direct and interactive 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 industry's environmental, ethical, and legal issues -- Exploring and adapting direct and interactive marketing strategies around the world -- Applying direct and interactive marketing math and metrics -- Examining direct and interactive marketing applications in a variety of sectors.
650		0	_aDirect marketing.
700	1		_aBaier, Martin.
700	1		_aSpiller, Lisa. _tContemporary direct marketing.
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cBK