Digital. Mobile. Social media. The marketing world has been forever changed by these communication channels. They are the latest weapons in the arsenal of the tech-savvy organization. Through them, twenty-first century marketers can establish and nurture customer relationships, communicate with customers one to one, promote and build brandsthe same objectives as the old corner grocer. The difference? These interactive mediums are lightning fast, allow for immediate customer response, and provide users with unprecedented tools to measure and analyze the effectiveness of their campaigns. Direct, Digital, and Data-Driven Marketing recognizes the growth of these various digital formats as the newest interactive channels for conducting modern marketing. But it does not overlook the traditional principles of direct marketing still relevant today. This fourth edition takes an insightful, in-depth look at contemporary marketing concepts, strategies, and techniques and the dynamic innovations that continue to drive and shape this multi-faceted, multi-dimensional field.

Lisa D. Spiller

Urban Heritage Press

Racom Books

United States, United States of America

4 ed, Chicago, 2018

Jan 01, 2018

4, PT, 2018

Obscured text on back cover due to sticker attached.

xxv, 556 pages : 26 cm
Includes bibliographical references and index
Processes and applications of direct and interactive marketing -- Database marketing and customer relationship management -- Lists market segments -- Marketing analytics : testing and measurement -- The offer -- Message strategies -- Print media -- Television, radio, and digital video -- Mobile, text, and telephon -- Digital and social media -- Business-to-business (B2B) -- Fulfillment and customer service -- Environmental, ethical and legal issues -- International direct and interactive marketing -- Domino's pizza -- You brew craft beer -- The Martion Agency : developing a direct and interactive marketing campaign -- Careers in direct and interactive marketing

2023-06-28