For courses in direct and interactive marketing‎.‎ Learn to identify a firm‎'‎s ideal customer and turn him into a life‎-long client‎.‎ The Internet has made personal communication faster than ever‎,‎ giving advertisers the opportunity to speak directly to their audience like never before‎.‎ Spiller/Baier combines the theory of direct and interactive marketing with highly practical strategies and examples‎.‎ Direct and interactive marketing requires a focused set of skills for maximum effectiveness‎,‎ including customer profiling‎,‎ research and testing‎,‎ and interactive media planning‎.‎ Students learn to use the fundamental principles of direct marketing to create hi‎-tech campaigns using the latest technology‎.‎ In this newly revised second edition‎,‎ the text has been updated to reflect the most recent innovations in online advertising and customer interaction‎.‎ Among these additions are sections on blogging‎,‎ social networks‎,‎ and search engine advertising‎.‎