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.
Table of Contents
Part One – The Foundations of Direct & Interactive Marketing
(D&IM)
Chapter 1 – Examining the History & Processes of Direct & Interactive
Marketing
Chapter 2 – Building Databases, Selecting Customers & Managing Relationships
Chapter 3 – Developing Lists & Discovering Markets
Chapter 4 – Planning & Creating a Value Proposition
Part Two – Integrated Marketing Communication (IMC): The Message &
Media Decisions in Direct & Interactive Marketing
Chapter 5 – Planning & Creating Compelling Message Strategies
Chapter 6 – Designing & Employing Print Media (Direct Mail, Catalogs,
Newspapers, Magazines, …)
Chapter 7 – Developing & Utilizing Electronic Media (Television, Radio,
Telephone, …)
Chapter 8 – Crafting & Applying Hi-Tech Digital Media (Internet, email,
blogs, Ipod, Mobile phone, Search Engines, …)
Part Three – Response, Measurement & Metrics of Direct &
Interactive Marketing
Chapter 9 – Fulfilling the Offer & Serving the Customer
Chapter 10 – Conducting Research & Utilizing Tests to Measure Performance
Chapter 11 – Understanding the Industry’s Environmental, Ethical & Legal
Issues
Chapter 12 – Exploring & Adapting Direct & Interactive Marketing
Strategies Around the World
Chapter 13 – Applying Direct & Interactive Marketing Math and Metrics
Part Four – Applications & Future Directions of Direct &
Interactive Marketing
Chapter 14 – Examining Direct & Interactive Marketing Applications in a
Variety of Sectors (B2B, Non-profit, Governmental, Political, Sports, …)
Comprehensive Cases -
- McDonald Garden Center
- Coldwell Banker Realtors
Appendix A – A Model of a Direct & Interactive Marketing Plan
Appendix B – Careers in Direct & Interactive Marketing
Glossary
Index
504 pages, Paperback
