The Direct Marketing HandbookBook - 1984
The first edition was published in 1984. This extensively revised and updated edition (some 90% of the handbook is completely new) examines developments and opportunities in the field, focusing on the methods and techniques used by successful direct marketing practitioners. The 52 contributed chapters are organized in eight parts: strategy and planning, databases and mailing lists, alternative media, creative tactics, production methods, fulfillment planning, financial and tactical planning, and applications. Annotation copyrighted by Book News, Inc., Portland, OR
Publisher: New York : McGraw-Hill, c1984.
Characteristics: xxiii, 946 p. :,ill. ;,24 cm.