TY  - BOOK
AU  - Spiller,Lisa D.
AU  - Baier,Martin
TI  - Contemporary direct marketing
SN  - 0131017705 (pbk.)
AV  - HF 5415.126 S64C 2004
PY  - 2004///
CY  - Upper Saddler River, NJ.
PB  - Pearson Hall
KW  - DIRECT MARKETING
N1  - Includes glossary and index; Elements of direct marketing--Direct marketing lists and segmentation--Database-driven direct marketing--Planning the offer--Creative strategies in direct marketing--Direct mail and other print media--Broadcast and other electronic media--Telemarketing--The internet--Customer service and fulfillment
ER  -