000			02366cam a2200313 a 4500
999			_c124840 _d124840
001			17461573
005			20220112103941.0
008			120913s2012 ilua b 001 0 eng d
010			_a 2012471367
020			_a9781933199313 (pbk.)
020			_a1933199318
035			_a(OCoLC)ocn706019561
040			_aBTCTA _beng _cBTCTA _dYDXCP _dYBM _dEZU _dDLC
042			_alccopycat
050	0	0	_aHF5415.126 _bM37 2018
100	1		_a JOHN KURT _d _949041
245	1	0	_aMARKETING &CREATIVITY _cJOHN KURT
246	3		_a
250			_a
260			_aCANADA _b _cc2012.
300			_axiv168 p. : _bill. ; _c24 cm.
504			_aIncludes bibliographical references (p. 389-394) and index.
505	0		_a1: 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.
650		0	_a marketing. _91001
650		0	_aCREATIVITY _949042
856	4	2	_3Contributor biographical information _uhttp://www.loc.gov/catdir/enhancements/fy1302/2012471367-b.html
906			_a7 _bcbc _ccopycat _d3 _encip _f20 _gy-gencatlg
942			_2lcc _cBK