In this latest edition of her classic text, Lisa Spiller takes an
insightful, in-depth look at contemporary marketing concepts,
tactics, and techniques and the dynamic innovations that continue
to drive and shape this multi-faceted, multi-dimensional field.
Direct, Digital, and Data-Driven Marketing recognizes the growth of
the various digital formats as the newest interactive channels for
conducting modern marketing. But it does not overlook the
traditional principles of direct marketing still relevant today.
This book examines the field both as it once was and as it is
evolving. With plenty of learning features online resources, the
Fifth Edition provides an engaging journey, which will leave any
marketing student with a thorough knowledge of how all kinds of
businesses manage regular communication with their customer base
and target demographic.
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