TY  - BOOK
AU  -  	Mary Lou Roberts
AU  -  Paul D Berger
TI  - Direct marketing management
SN  - 9780130804341
SN  - 013084084
AV  - HF5415.126 .R62
PY  - 1999///
CY  -  	Upper Saddle River (N.J.)
PB  -  Prentice Hall
KW  - Direct marketing.
KW  -  Marketing direct.
N1  - Bibliographical references and index;  	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
ER  -