| Chapter 1 -- Contemporary Direct Marketing Mary Lou Roberts Chapter 2 -- Planning a DM Program Mary Lou Roberts Chapter 3 -- Offer Planning & Positioning Mary Lou Roberts Chapter 4 -- Mailing Lists Paul D. Berger Chapter 5 -- List Segmentation Paul D. Berger Chapter 6 -- Creative Strategy & Execution Mary Lou Roberts Chapter 7 -- Fulfillment & Customer Service Paul D. Berger Chapter 8 -- Customer Databases Mary Lou Roberts Chapter 9 -- Profitability and LTV Paul D. Berger Chapter 10 -- Testing DM Programs Paul D. Berger Chapter 11 -- B2B Direct Marketing Mary Lou Roberts Chapter 12 -- Direct Mail Campaigns Mary Lou Roberts Chapter 13 -- Catalog Marketing Mary Lou Roberts Chapter 14 -- Telephone Marketing Mary Lou Roberts Chapter 15 -- DR in Print Media Mary Lou Roberts Chapter 16 -- DR in Broadcast Media Mary Lou Roberts Chapter 17 -- Interactive Not Available for Download
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