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Complete downloadable Test Bank for Contemporary Direct & Interactive Marketing 2nd Edition by Spiller. INSTRUCTOR RESOURCE INFORMATION
TITLE: Contemporary Direct & Interactive Marketing
RESOURCE:Test Bank
EDITION: 2nd Edition
AUTHOR: Spiller, Baier
PUBLISHER: Pearson

Table of content

Chapter 1.Examining the History & Processes of Direct & Interactive Marketing
Chapter 2.Building Databases, Selecting Customers & Managing Relationships
Chapter 3. Developing Lists & Discovering Markets
Chapter 4. Planning & Creating a Value Proposition
Chapter 5. Planning & Creating Compelling Message Strategies
Chapter 6. Designing & Employing Print Media (Direct Mail, Catalogs, Newspapers, Magazines.
Chapter 7.Developing & Utilizing Electronic Media (Television, Radio, Telephone, …)
Chapter 8.Crafting & Applying Hi-Tech Digital Media (Internet, email, blogs, Ipod, Mobile phone, Search Engines, …)
Chapter 9.Fulfilling the Offer & Serving the Customer
Chapter 10.Conducting Research & Utilizing Tests to Measure Performance
Chapter 11.Understanding the Industry’s Environmental, Ethical & Legal Issues
Chapter 12.Exploring & Adapting Direct & Interactive Marketing Strategies Around the World
Chapter 13.Applying Direct & Interactive Marketing Math and Metrics
Chapter 14. Examining Direct & Interactive Marketing Applications in a Variety of Sectors (B2B, Non-profit, Governmental, Political, Sports. Appendices

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