Dr. Lisa Spiller - co-author of Elements of Direct Marketing(Book)

Contemporary Direct Marketing
by Lisa Spiller & Martin Baier

Pearson Prentice Hall, 2005, ISBN 0-13-101770-5

Summary:
A contemporary overview of the theory and the practice of direct marketing that recongnizes its multidisplinary nature and takes a hands-on, how-to approach to its implementation. The text provides thorough, straightforward and step-by-step coverage of the creation and the cultivation of customers through direct marketing. Concepts included are database developement & utilization, market segmentation, research & testing, offer structuring, creative processing, fulfillment, interactive media planning, and scientific decision making.

Strong emphasis is placed on marketing strategies emerging from new technologies. The text addresses ethical and legal aspects of direct marketing along with applications in both for-profit and not-for-profit organizations...as well as in both industrial and consumer markets. Up-to-date examples and real-world applicatiions are provided, making this textbook very user-friendly for students aspiring to marketing careers as well as professionals already there.

Classroom presentation visuals are provided along with an Instructor's Manual to include a test bank along with discussions of cases, exercises and chapter review questions.