Contemporary Direct and Interactive Marketing

ISBN-10: 1933199377
ISBN-13: 9781933199375
Edition: 3rd 2012
List price: $74.50 Buy it from $49.82
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Description: Decades ago, direct marketers gathered customer names and addresses, and created mailing lists; today, much has changed and much has remained the same. This third edition recognizes the growth of various digital marketing formats for conducting  More...

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Book details

List price: $74.50
Edition: 3rd
Copyright year: 2012
Publisher: Racom Communications
Publication date: 1/1/2012
Binding: Paperback
Pages: 475
Size: 7.25" wide x 10.00" long x 1.00" tall
Weight: 1.936
Language: English

Decades ago, direct marketers gathered customer names and addresses, and created mailing lists; today, much has changed and much has remained the same. This third edition recognizes the growth of various digital marketing formats for conducting direct and interactive marketing today. Today's consumers desire the speed and the control that the new digital and social media formats provide. Direct marketing has always been accountable and measurable, and now with the various digital media formats and computer technology, it is more interactive and precise than ever before. This edition builds on the traditional foundations of direct marketing, and extends into the future where continuous digital innovations are transforming the marketing landscape. We cannot begin to envision what changes are ahead. But one thing is certain: traditional direct and interactive marketing principles will still apply. This edition builds on these traditional foundations, captures the new media and methods, and explores the future innovations of direct and interactive marketing.

Lisa Spiller is a professor of marketing in the Joseph W. Luter III School of Business at Christopher Newport University in Newport News, Virginia. She has been teaching direct marketing courses to undergraduate business students for more than 25 years and has helped her university pioneer a major in direct and interactive marketing. Dr. Spiller's marketing students have won the coveted Collegiate Gold ECHO Award from the Direct Marketing Association in 2003, 2005, 2007 and 2011, the Collegiate Silver ECHO Award in 2002. Her students have also received the Gold Collegiate Marketing Award for Excellence and Innovation (MAXI) from the Direct Marketing Association of Washington Educational Foundation (DMAW-EF) in 2004, 2005, 2006, 2007, 2009, and 2011; the Collegiate Silver MAXI Award in 2002, 2003 and 2010; and the Guy Yolton Creative Direct Mail Award in 2002, 2004, 2005, 2007 and 2009. Dr. Spiller was named the Direct Marketing Educational Foundation (DMEF) Robert B. Clark Outstanding Direct Marketing Educator in 2005 and has received awards for her teaching, including the inaugural CNU Alumni Society Faculty Award for Excellence in Teaching and Mentoring in 2007. Her research studies, the majority of which have been related to some aspect of direct and database marketing, have been published in numerous journals. Dr. Spiller served on the Abstract Editorial Board of the Journal of Interactive Marketing for ten years, was an Academic Representative on the DMEF Board of Trustees for two years, and has been a member of the Academic Advisory Board of the DMAW-EF for more than a decade.

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