For courses in direct and interactive marketing. 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.
Part 1 The Foundations of Direct and Interactive Marketing
Chapter 1 Examining the History and Process of Direct and Interactive Marketing
Chapter 2 Building Databases, Selecting Customers, and Managing Relationships
Chapter 3 Developing Lists and Discovering Markets
Chapter 4 Planning and Creating a Value Proposition: The Offer
Part 2 Integrated Marketing Communication: The Message and Media Decisions in Direct and Interactive Marketing
Chapter 5 Planning and Creating Compelling Message Strategies
Chapter 6 Designing and Employing Print
Chapter 7 Developing and Utilizing Electronic Media
Chapter 8 Crafting and Applying High-Tech Digital Media
Part 3 Response, Measurement, and Metrics of Direct and Interactive Marketing
Chapter 9 Fulfilling the Offer and Serving the Customer
Chapter10 Conducting Research and Utilizing Tests to Measure Performance
Chapter11 Understanding the Industry's Environmental, Ethical, and Legal Issues
Chapter12 Exploring and Adapting Direct and Interactive Marketing Strategies around the World
Chapter13 Applying Direct and Interactive Marketing Math and Metrics
Part 4 Applications and Future Directions of Direct and Interactive Marketing
Chapter14 Examining Direct and Interactive Marketing Applications in a Variety of Sectors