Direct, Digital & Data-Driven Marketing

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 oflearning features online resources,the Fifth Edition provides an engagingjourney,which will leave any marketing student with a thorough knowledge ofhow all kinds of businesses manageregular communication with their customer base and target demographic.