Contemporary Direct & Interactive Marketing [antikvár]

PREFACE Welcome to the second edition of Contemporary Direct and Interactive Marketing] FOREWORD We wrote this book to help you understand and use the theories behind modem direct and interactive marketing and learn how to apply these theories in your classes and eventually your work. You will be reading about direct/interactive marketing concepts, methods, and applications. In other courses, you may have studied psychology and human behavior, the basics of advertising, communications theory and practice, and even accounting. In this book, you will see how many disciplines converge in the field of direct marketing to form a discipline that changes with time but is creative, useful, successful, and even fun! When reading the following chapters, we hope you will be able to apply many concepts you have already studied and leam how they are essential to successful marketing. We also hope that as you consider your career, whether in marketing or a related field, you will have found it helpful to understand how so many activities we all undertake daily are affected by direct and interactive marketing—in some sense, we are all marketers and consumers, and we all become involved in the techniques of direct and interactive marketing. Decades ago, direct marketers gathered customer names and addresses, created mailing lists, established relationships with customers, and sold goods and services on a one-on-one basis to customers via mail and telephone. Today, much has changed and much has remained the same. Direct marketers are still concerned with creating relationships with each customer and maximizing customer value by serving individual customer needs on a personal basis; however, computer technology and new high-tech digital media have dramatically changed the speed and effectiveness of these activities. More and more companies and organizations are using the direct and interactive model as their primary method for business transactions. This second edition recognizes the growth of various online marketing formats as the newest format for conducting direct and interactive marketing today. Although e-mail marketing is similar to direct mail in that it targets messages one-on-one with great precision and effectiveness, it does so with much greater speed of transmission and enables an immediate customer response. Direct marketing has always been accountable and measurable, and now with the various digital media formats and computer technology, it is more interactive and precise than ever before. This second edition builds on the traditional foundations of direct marketing that are still applicable today, and it extends into the future where continuous innovations in high-tech media are transforming the marketing landscape. The new media of yesterday have become mainstream media today. We cannot begin to envision what changes are ahead. But one thing is certain: traditional direct and interactive marketing principles will still apply. This edition builds on these traditional foundations, captures the new media and methods, and explores the future innovations of direct and interactive marketing. USING THIS TEXTBOOK This textbook edition contains four major sections dealing with (1) The Foundations of Direct and Interactive Marketing; (2) Integrated Marketing Communications: The Message and Media Decisions in Direct and Interactive Marketing; (3) Response, Measurement, and Metrics of Direct