Table of contents for

Contemporary Direct & Interactive Marketing

by Lisa Spiller and Martin Baier

• Part 1: Build, Develop and Measure Direct and Interactive Marketing Strategies
  • Chapter 1 Examining the Processes and Applications of Direct and Interactive Marketing
  • Chapter 2 Building Databases, Rewarding Customers, and Managing Relationships
  • Chapter 3 Determining Lists and Segmenting Markets
  • Chapter 4 Testing, Measuring and Analyzing Customers and Campaigns
• Part 2: Create and Place Direct and Interactive Marketing Campaigns
  • Chapter 5 Planning and Creating a Value Proposition: The Offer
  • Chapter 6 Planning and Creating Compelling Message Strategies
  • Chapter 7 Designing and Employing Print
  • Chapter 8 Utilizing Television, Radio and Digital Video
  • Chapter 9 Using Mobile, Text and Telephone For Marketing
  • Chapter 10 Utilizing Current Digital and Social Media
• Part 3: Serve and Adapt to Customers and Markets
  • Chapter 11 Fulfilling the Offer and Serving the Customer
  • Chapter 12 Understanding the Industry’s Environmental, Ethical, and Legal Issues
  • Chapter 13 Exploring and Adapting Direct and Interactive Marketing Strategies around the World
• Part 4: Applications, Examples and Careers in Direct and Interactive Marketing
  • Comprehensive Cases
  • Case 1 - Domino's Pizza
  • Case 2 - Peninsula SPCA
  • Appendixes
  • Appendix A - Developing a Direct and Interactive Marketing Campaign Featuring The Martin Agency
  • Appendix B - Careers in Direct and Interactive Marketing