Contemporary Direct Marketing

Why Contemporary Direct Marketing? New technologies are pushing forward the use of direct marketing concepts and strategies at warp speed. Mass marketing has given way to one-on-one individualized marketing that is interactive, accountable, and measurable. To be competitive in today's business world, marketers need to be well-versed in database marketing, customer relationship marketing, anti accountable, response-driven marketing--all aspects of direct marketing. Written by recognized leaders, Martin Baler, a member of the "Direct Marketing Hall-of-Fame," and Lisa Spiller, an award-winning direct marketing educator, this textbook provides a comprehensive and fresh overview of direct marketing for today's business world.Spiller, Lisa is the author of 'Contemporary Direct Marketing', published 2004 under ISBN 9780131017702 and ISBN 0131017705.