Contemporary Direct & Interactive Marketing, 2/e
Learn to identify a firm’s ideal customer and turn him into a life-long client. The Internet has made personal communication faster than ever, giving advertisers the opportunity to speak directly to their audience like never before.
Spiller/Baier combines the theory of direct and interactive marketing with highly practical strategies and examples. Direct and interactive marketing requires a focused set of skills for maximum effectiveness, including customer profiling, research and testing, and interactive media planning. Students learn to use the fundamental principles of direct marketing to create hi-tech campaigns using the latest technology.
In this newly revised second edition, the text has been updated to reflect the most recent innovations in online advertising and customer interaction. Among these additions are sections on blogging, social networks, and search engine advertising.
Table of Content
Part I: The Foundations of Direct & Interactive Marketing (D&IM)
- Examining the History & Processes of Direct & Interactive Marketing
- Building Databases, Selecting Customers & Managing Relationships
- Developing Lists & Discovering Markets
- Planning & Creating a Value Proposition
Part II: Integrated Marketing Communication (IMC): The Message & Media Decisions in Direct & Interactive Marketing
- Planning & Creating Compelling Message Strategies
- Designing & Employing Print Media (Direct Mail, Catalogs, Newspapers, Magazines, …)
- Developing & Utilizing Electronic Media (Television, Radio, Telephone, …)
- Crafting & Applying Hi-Tech Digital Media (Internet, email, blogs, Ipod, Mobile phone, Search Engines, …)
Part III: Response, Measurement & Metrics of Direct & Interactive Marketing
- Fulfilling the Offer & Serving the Customer
- Conducting Research & Utilizing Tests to Measure Performance
- Understanding the Industry’s Environmental, Ethical & Legal Issues
- Exploring & Adapting Direct & Interactive Marketing Strategies Around the World
- Applying Direct & Interactive Marketing Math and Metrics
Part IV: Applications & Future Directions of Direct & Interactive Marketing
- Examining Direct & Interactive Marketing Applications in a Variety of Sectors (B2B, Non-profit, Governmental, Political, Sports, …)
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Salient Features
- All chapters now open with a case study that gives students practical examples of the topics that will be covered in the chapter.
- Allow students to apply what they have learned in the chapter.
- Two new comprehensive direct and interactive marketing cases have been added to allow students to work on an in-depth example.
- Helps explain the math and metrics involved with direct and interactive marketing.
- Shows students the applications of direct and interactive marketing in different sectors.
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