Direct, Digital, and Data-Driven Marketing, Fourth Edition

Digital. Mobile. Social media. The marketing world has been forever changed by these communication channels. They are the latest weapons in the arsenal of the tech-savvy organization. Through them, twenty-first century marketers can establish and nurture customer relationships, communicate with customers one to one, promote and build brands―the same objectives as the old corner grocer. The difference? These interactive mediums are lightning fast, allow for immediate customer response, and provide users with unprecedented tools to measure and analyze the effectiveness of their campaigns.

Direct, Digital, and Data-Driven Marketing recognizes the growth of these 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 fourth edition takes an insightful, in-depth look at contemporary marketing concepts, strategies, and techniques and the dynamic innovations that continue to drive and shape this multi-faceted, multi-dimensional field.

Dr. Lisa Spiller is distinguished professor of marketing in the Joseph W. Luter III School of Business at Christopher Newport University (CNU) in Newport News, Virginia. She has been teaching marketing courses to undergraduate business students for more than thirty years and helped her university pioneer a major in direct and interactive marketing.

Professor Spiller was named the Robert B. Clark Outstanding Direct Marketing Educator in 2005 by the Direct Marketing Educational Foundation (DMEF), now known as Marketing EDGE. She was the inaugural recipient of the DMAW-EF O’Hara Leadership Award for Direct and Interactive Marketing Education in 2008. She has received numerous awards for her teaching, including the Faculty Advisor Leader Award from the Direct Marketing Educational Foundation (DMEF) in 2002, 2003, 2005, 2007 and 2011. Her research studies, the majority of which have been related to some aspect of direct and database marketing, have been published in numerous journals.