For courses in direct and interactive marketing. 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.
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