Contemporary Direct Marketing

Contemporary Direct Marketing

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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 more

Product details

  • Hardback | 432 pages
  • 193 x 236.2 x 25.4mm | 771.12g
  • Pearson Education (US)
  • Pearson
  • United States
  • English
  • 0131017705
  • 9780131017702

Table of contents

(NOTE: All chapters conclude with a Summary, Key Terms, Review Questions, Exercises, and a Case study.) I. THE BASICS OF DIRECT MARKETING. 1. Elements of Direct Marketing. 2. Direct Marketing Lists and Segmentation. 3. Database Driven Direct Marketing. 4. Planning the Offer. 5. Creative Strategies in Direct Marketing. II. DIRECT MARKETING MEDIA. 6. Direct Mail and Other Print Media. 7. Broadcast and Other Electronic Media. 8. Telemarketing. 9. The Internet. III. DIRECT MARKETING STRATEGIES AND TACTICS. 10. Customer Service & Fulfillment. 11. Direct Marketing Research: Survey and Experimentation. 12. Regulatory Environment: The Ethical and Legal Issues In Direct Marketing. IV. DIRECT MARKETING APPLICATIONS. 13. Business-to-Business (Industrial) Direct Marketing. 14. Direct Marketing for Nonprofit Organizations. 15. International Direct Marketing. Glossary. more

Review quote

"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 - Whitewatershow more

About Martin Baier

Lisa D. Spiller is a professor of marketing in the School of Business of Christopher Newport University in Newport News, Virginia. She has been teaching direct marketing courses to undergraduate business students for 20 years and has recently helped her university pioneer a concentration in direct marketing. Dr. Spiller's marketing students have won the coveted Collegiate Gold ECHO Award from the Direct Marketing Association in 2003 and the Collegiate Silver ECHO Award in 2002. Professor Spiller has received awards for her teaching, including 2003 and 2002 Faculty Advisor Leader Awards from the Direct Marketing Association, a Distinguished Teaching Award in 1997 from the Direct Marketing Educational Foundation, and an Outstanding Teaching Award in 1986 from the University of Missouri-Kansas City. Her research studies, the majority of which have been related to some aspect of direct and database marketing, have been published in numerous journals. She is an active member of several editorial boards, including the Abstract Editorial Board of the Journal of Interactive Marketing, where she has served for the past 10 years. Professor Spiller received her B.S.B.A., and M.B.A. degrees from Gannon University and her Ph.D. from the University of Missouri-Kansas City. Prior to joining academia, Spiller held positions as a marketing director with an international company and account executive with an advertising agency. Through the years, she has served as a marketing consultant to many organizations. Professor Spiller possesses a true passion for teaching and has been a strong advocate of direct marketing education throughout her entire academic career. Martin Baier has been a direct marketing consultant and educator since retiring in 1987 as executive vice president of the marketing group at Old American Insurance Company. He is founder of the Center for Direct Marketing Education and Research in the Henry Bloch School of Business and Public Administration of the University of Missouri-Kansas City (UMKC), where he served for 25 years as adjunct professor. He has consulted with a variety of organizations now involved in or adopting the discipline of direct marketing. His education includes an M.A. in Economics (1970), a B.A. in Business Administration (1943), and a B.S. in Economics (1943)-all from UMKC. His Elements of Direct Marketing, the first college textbook on the subject, was published by McGraw-Hill in 1983. A Japanese edition was published by Nikkei in Tokyo in 1985; an international student edition was published in Singapore in 1986. His How to Find and Cultivate Customers Through Direct Marketing was published by NTC Business Books in 1996. Contemporary Database Marketing: Concepts and Applications, co-authored with Kurtis Ruf and Goutam Chakraborty, is an interactive college textbook/CD, published by Racom Books in 2001. Martin Baier has been affiliated with many professional organizations and listed in Who's Who in Finance and Industry and in Who's Who in Advertising. He has taught direct marketing at many universities and has conducted numerous seminars throughout the United States and in Europe, Australia, New Zealand, and Asia. His presentation of "ZIP Code-New Tool for Marketers" in the January-February/1967 Harvard Business Review, created substantial interest and caused the Kansas City Star to name him the "Father of ZIP Code Marketing." He was inducted into the Direct Marketing Association Hall of Fame in 1989, number 34 to be so honored. The Direct Marketing Educational Foundation presented him its Ed Mayer Award and the Direct Marketing Insurance Council named him Direct Marketing Insurance Executive of the Year, both in 1983. The Mail Advertising Service Association honored him with its Miles Kimball Award in 1990. The Ed Sisk Award for Direct Marketing Vision was presented to him by the Direct Marketing Association of Washington Educational Foundation in 1994. The Andi Emerson 1995 Award, for contribution of outstanding service to the direct marketing creative community, was awarded by the Direct Marketing Creative Guild and the John Caples Awards Board. In 1995, he was elected International Fellow of The Institute of Direct Marketing (U.K.) in recognition of exceptional services to the profession. The New England Direct Marketing Association honored him with its 1996 Lifetime Achievement more

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