MARKETING &CREATIVITY JOHN KURT
By: JOHN KURT
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Material type: 
BookPublisher: CANADA c2012Edition: .Description: xiv168 p. : ill. ; 24 cm.ISBN: 9781933199313 (pbk.); 1933199318.Other title: .Subject(s): marketing | CREATIVITYOnline resources: Contributor biographical information | Item type | Current location | Call number | Status | Notes | Date due | Item holds |
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General Circulation Books
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HF5415.126 M37 2018 (Browse shelf) | Available | S.O |
Includes bibliographical references (p. 389-394) and index.
1: Laying the groundwork -- A profitable blend of art and science -- The discipline of direct and interactive marketing creativity -- Research in direct and interactive marketing -- Databases, privacy, ethics, and customer relationship management -- How creative strategy fits into the direct and interactive marketing plan -- A creative person's view of direct and interactive marketing media -- Who should do the creative work and what do they need to know? -- The offer in direct and interactive marketing -- The science of creative testing -- 2: Creative direct marketing -- Direct mail marketing -- How to create effective direct response print ads -- Catalogs and multichannel marketing -- Broadcast direct marketing -- Building long-term customer value through back-end marketing -- Other consumer direct and interactive marketing media -- Business-to-business direct and interactive marketing -- E-commerce marketing -- 3: Creating and producing the work -- Copywriting and graphic design -- Preparing artwork for printing -- Printing and personalization -- Print production planning/working with suppliers -- Lists, service bureaus, the post office, and lettershops.
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