Direct, Digital & Data-Driven Marketing

Dr. Lisa Spiller is Professor Emerita of Marketing in the Joseph W. Luter, III School of Business at Christopher Newport University in Newport News, Virginia. She has been teaching marketing courses to undergraduate business students at CNU for 30 years and has helped the Luter School pioneer a major in direct and digital marketing, and has been a leader in her school’s initiatives in sales education. As a member of the University Honors Faculty, Dr. Spiller also teaches a course on personal marketing and is passionate about helping her students learn to “sell themselves” to achieve success in their careers and in their lives.  Dr. Spiller is the author of Direct, Digital, and Data-Driven Marketing, now in its 5th edition by SAGE Publishing. Most recently, she was the lead author of a scholarly journal article, “Sales Education in the United States: Perspectives on Curriculum and Teaching Practices,” that was awarded the Outstanding Journal of Marketing Education Sales Education Article of the Year for 2020.

• Part 1: Build, Develop, and Measure Direct Marketing StrategiesChapter 1: Processes and Applications of Direct MarketingChapter 2: Database Marketing and Customer Relationship ManagementChapter 3: Lists and Market SegmentsChapter 4: Marketing Analytics: Testing and MeasurementPart 2: Create and Place Direct Marketing CampaignsChapter 5: The OfferChapter 6: Message StrategiesChapter 7: Print MediaChapter 8: Television, Radio, and Digital VideoChapter 9: Mobile, Text, and TelephoneChapter 10: Digital and Social MediaPart 3: Serve and Adapt to Customers and MarketsChapter 11: Business-to-Business (B2B)Chapter 12: Fulfillment and Customer ServiceChapter 13: Environmental, Ethical, and Legal IssuesChapter 14: International Direct MarketingPart 4: Applications, Examples, and Careers in Direct MarketingComprehensive CasesAppendices