Contemporary Direct & Interactive Marketing
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Contemporary Direct & Interactive Marketing by Lisa Spiller
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.
Spiller, Lisa: - Dr. Lisa Spiller is Distinguished Professor of Marketing in the Joseph W. Luter, III School of Business at Christopher Newport University in Newport News, Virginia. She has been teaching marketing courses to undergraduate business students at CNU for 30 years and has helped the Luter School pioneer a major in direct and digital marketing, and has been a leader in her school's initiatives in sales education. As a member of the University Honors Faculty, Dr. Spiller also teaches a course on personal marketing and is passionate about helping her students learn to sell themselves to achieve success in their careers and in their lives. Dr. Spiller is the author of Direct, Digital, and Data-Driven Marketing, now in its 5th edition by SAGE Publishing. Most recently, she was the lead author of a scholarly journal article, Sales Education in the United States: Perspectives on Curriculum and Teaching Practices, that was awarded the Outstanding Journal of Marketing Education Sales Education Article of the Year for 2020.
| SKU | Unavailable |
| ISBN 13 | 9780136086109 |
| ISBN 10 | 0136086101 |
| Title | Contemporary Direct & Interactive Marketing |
| Author | Lisa Spiller |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | Prentice Hall |
| Year published | 2009-04-09 |
| Number of pages | 504 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |