Mar 21, 2012

Area Organizations Featured in Professor's Textbook

(Newport News, Va.) - Dr. Lisa Spiller, professor of marketing in the Christopher Newport University Luter School of Business, and Martin Baier, a member of the Direct Marketing Hall of Fame, have co-authored the third edition of their marketing textbook Contemporary Direct & Interactive Marketing. As with the second edition, this latest edition was revised by Dr. Spiller and showcases the marketing activities of a number of organizations based in Hampton Roads.

The 13-chapter textbook includes opening vignettes, cases and chapter examples with sizeable coverage of both the Virginia Beach Convention & Visitors Bureau and Busch Gardens / Water Country USA. Spiller worked closely with Chuck Applebach of the Virginia Beach Convention & Visitors Bureau and Greg Ward of BCF, the bureau’s creative agency. Spiller also worked closely with Dan Dipiazzo, Nancy Henry and Bruce Wilson of Busch Gardens / Water Country USA.

Other Hampton Roads area businesses and organizations featured include the Peninsula SPCA, Jody’s Popcorn, The Daily Press, Hauser’s Jewelers, Newport News/Williamsburg International Airport, Hi-Ho Silver, the Oyster Pointer, Peace Frogs Inc., STIHL Inc., Swisslog Logistics Inc. and the Williamsburg Winery.

The book was written to provide college students with a comprehensive text from which to learn about modern marketing. Building on the traditional foundations of direct and interactive marketing, the text describes and analyzes new media and methods, including digital, social, mobile, text and sophisticated database-driven marketing.

Previous editions were used by colleges and universities in 34 states across the nation and in six countries. The third edition was published in January 2012 by RACOM Communications. For more information, contact Dr. Lisa Spiller at lspiller@cnu.edu.

A four-year public university in Newport News, Virginia, Christopher Newport University enrolls 5,000 students in rigorous academic programs in the liberal arts and sciences through the College of Arts and Humanities, the College of Natural and Behavioral Sciences, and the College of Social Sciences, including the Luter School of Business. CNU offers great teaching and small class sizes with an emphasis on leadership, civic engagement and honor.

Media Contact:
Lori Jacobs
Director of Public Relations
lori.jacobs@cnu.edu

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