7. Interactive Marketing

  1. Evelyn Ehrlich and
  2. Duke Fanelli

Published Online: 10 SEP 2012

DOI: 10.1002/9781118531716.ch7

The Financial Services Marketing Handbook: Tactics and Techniques that Produce Results, Second Edition

The Financial Services Marketing Handbook: Tactics and Techniques that Produce Results, Second Edition

How to Cite

Ehrlich, E. and Fanelli, D. (2012) Interactive Marketing, in The Financial Services Marketing Handbook: Tactics and Techniques that Produce Results, Second Edition, John Wiley & Sons, Inc., Hoboken, NJ, USA. doi: 10.1002/9781118531716.ch7

Publication History

  1. Published Online: 10 SEP 2012
  2. Published Print: 19 MAR 2012

ISBN Information

Print ISBN: 9781118065716

Online ISBN: 9781118531716

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Keywords:

  • interactive marketing;
  • direct methods;
  • personalization;
  • e-mail marketing;
  • opt-in rates

Summary

This chapter contains sections titled:

  • Techniques and Goals of Direct Methods

  • E-mail Marketing Considerations

  • Improving Response Rates

  • Mobile Marketing