01436nam a2200181   4500020001800000022001600018050002100034100002300055245006700078250001400145260006400159300005100223500004100274505087000315650002601185650002401211700001901235  a9780130804341  a013084084-x  aHF5415.126b.R62  a 	Mary Lou Roberts  aDirect marketing managementc 	Mary Lou Roberts; Paul D Berger  aSecond ed  a 	Upper Saddle River (N.J.) :b Prentice Hall,c cop. 1999.  a 	xviii, 447 pages : billustrations ;c 24 cm  aBibliographical references and index  a 	pt. 1. The Basis of Direct Marketing --
Ch. 1. Contemporary Direct Marketing --
Ch. 2. Planning a Direct Marketing Program --
pt. 2. Direct Marketing Decision Variables --
Ch. 3. Offer Planning and Positioning --
Ch. 4. Mailing Lists: Processing and Selection --
Ch. 5. List Segmentation --
Ch. 6. Creative Strategy and Execution --
Ch. 7. Fulfillment and Customer Service --
pt. 3. Special Techniques of Direct Marketing --
Ch. 8. Developing and Using Customer Databases --
Ch. 9. Profitability and Lifetime Value --
Ch. 10. Testing Direct Marketing Programs --
Ch. 11. Business-to-Business Direct Marketing --
pt. 4. Direct Marketing Media --
Ch. 12. Developing Direct Mail Campaigns --
Ch. 13. Catalog Marketing --
Ch. 14. Telephone Marketing --
Ch. 15. Direct Response in Print Media --
Ch. 16. Direct Response in Broadcast Media --
Ch. 17. Interactive Media.  aDirect marketing.      a Marketing direct.   a Paul D Berger