The Direct marketing handbook
By: Edward L. Nash, editor in chief.
Contributors: Nash, Edward L.
Edition: 2nd ed.
Publisher: McGraw-Hill
Published: 1992
Place of publication: New York
Language: eng
Number of pages: 827
Subjects: Direct selling; Direct marketing
Notes: Includes bibliographical references index.
Table of contents: title: Strategic planning : an overview / Dick Shaver; title: Testing and analysis / Edward L. Nash; title: Research / Barry R. Mark; title: Contests and sweepstakes / Jeffrey Feinman; title: Law and ethics / Robert Posch, Jr.; title: Multinational direct marketing / Richard Miller; title: Privacy / Richard A. Barton; title: Database marketing : an overview / Jock Bickert; title: Selecting and testing response lists / Steve Roberts; title: Fundamentals of list management / Dee Kendall; title: Business lists / Mary Ann Kleinfelter; title: List selection criteria / Ed Burnett; title: List and database maintenance / Tom Zukas; title: List segmentation / Barry Hauser; title: List processing / Arthur Blumenfield; title: Media tactics : an overview / Brent John Bissel; title: Newspapers and magazines / Maxwell C. Ross; title: Broadcast media / Dana Vogel; title: Co-op mailings and package inserts / Leon Henry, Jr.; title: Outbound telemarketing / George T. Bradbury, Judy Shapiro; title: Inbound telemarketing / Eugene B. Kordahl; title: Creative methods : an overview / Joan Throckmorton; title: Psychological appeals / Alan Rosenspan; title: Broadcast creative / Robert Santangelo; title: Personalization / Ed McLean; title: Production : an overview / John L. Rosenthal; title: Printing and formats / David G. Rosenthal; title: Lettershop processing / Robert H. Jurick; title: Emerging lettershop technologies / Richard D. Haugan; title: Postal regulations / Lee Epstein; title: Fulfillment planning : an overview / Stanley J. Fenvessy; title: Lead management systems / Suti Prakash; title: Catalog fulfillment / Jeffrey A. Coppersmith; title: Magazine subscription fulfillment / Jane Imber; title: Continuity and negative option fulfillment / Henry W. Rossi; title: Financial planning : an overview / David D. Shepard; title: Product development / John T. White; title: Analytic methods / Behram J. Hansotia; title: Quantitative database methods / Robert D. Kestnbaum; title: Accounting considerations / James B. Kobak; title: Predictive modeling / John Banslaben; title: Credit and collection / Robert Graham, James J. Carey; title: Lead generation : an overview / Eugene D. Sollo; title: Continuity marketing / Eric Nussbaum; title: Subscription marketing / Elliott DeY. Schein; title: Financial services marketing / James R. Rosenfield; title: Fund-raising / Bruce R. McBrearty; title: Third-party endorsements / Marge Landrau; title: Catalog marketing / Jo-Von Tucker; title: Business-to-business marketing / Richard Bloch; title: Conquest marketing / Joshua Moritz, Mark J. Heller; title: Customer loyalty programs / Karen Hochman.