This particular book, which comprises Volume 2 of the 4‐volume set Marketing in the 21st Century (2007, Praeger Press), represents the full spectrum of the direct marketing/multi‐channel marketing process. The book covers the three foundational elements of direct marketing: the many faces of interactive marketing, the importance of focusing any direct marketing effort and important future issues which any firm or organization must begin to anticipate and plan for.
Using these three categories, the book addresses the full range of topics from understanding the concept of direct vs conventional marketing, the important issues related to international direct marketing, and even specific areas such as on‐line and internet marketing, the creative process, data strategies, and ethical issues. Like the subject matters covered, the authors come from a variety of backgrounds: academic, high‐level industry positions, industry associations, entrepreneurs, etc. This certainly helps to increase the valued and varied perspective of the subject matters as well as the credibility of the topics covered.
Whether as a text book, a supplemental readings book for a graduate course, or simply a guidebook for practitioners, Interactive and Multi‐Channel Marketing is an incredibly valuable resource which should be on the shelf of any individual with a passion for direct marketing.
