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Part 1: Build, Develop, and Measure Direct Marketing StrategiesChapter 1: Processes and Applications of Direct MarketingChapter 2: Database Marketing and Customer Relationship ManagementChapter 3: Lists and Market SegmentsChapter 4: Marketing Analytics: Testing and MeasurementPart 2: Create and Place Direct Marketing CampaignsChapter 5: The OfferChapter 6: Message StrategiesChapter 7: Print MediaChapter 8: Television, Radio, and Digital VideoChapter 9: Mobile, Text, and TelephoneChapter 10: Digital and Social MediaPart 3: Serve and Adapt to Customers and MarketsChapter 11: Business-to-Business (B2B)Chapter 12: Fulfillment and Customer ServiceChapter 13: Environmental, Ethical, and Legal IssuesChapter 14: International Direct MarketingPart 4: Applications, Examples, and Careers in Direct MarketingComprehensive CasesAppendices

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.