For courses in Direct, Database, and Interactive Marketing. Written by recognized leaders, Martin Baier, a member of the "Direct Marketing Hall-of-Fame" and, Lisa Spiller, an award-winning direct marketing educator, this new textbook provides a comprehensive and fresh overview of direct marketing with an emphasis on database marketing, customer relationship marketing, and accountable, response-driven marketing. The field of direct marketing has been transformed by new technologies; this book addresses that plus helps students learn by doing via hands-on exercises, cases, and applications.
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"The authors are obviously well versed in direct marketing. Thus, the 'direct marketing' coverage, content, and organization are excellent." -- Barry Langford, Florida Gulf Coast University "The Treadmoves case is "an excellent 'icebreaker' to the essence of direct marketing." -- William Trombetta, St. Joseph's University "The first chapter is an "excellent introduction to the topic of Customer Relationship Management" and has "excellent consideration of the scope of Direct Marketing." -- Marilyn Lavin, University of Wisconsin - Whitewater
From the Back Cover
Why Contemporary Direct Marketing?
- New technologies are pushing forward the use of direct marketing concepts and strategies at warp speed.
- Mass marketing has given way to one-on-one individualized marketing that is interactive, accountable, and measurable.
- To be competitive in today's business world, marketers need to be well-versed in database marketing, customer relationship marketing, anti accountable, response-driven marketing—all aspects of direct marketing.
Written by recognized leaders, Martin Baler, a member of the "Direct Marketing Hall-of-Fame," and Lisa Spiller, an award-winning direct marketing educator, this textbook provides a comprehensive and fresh overview of direct marketing for today's business world.
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Purchased this book for a course I was taking at college. Easy to read and understand.
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