Screen LibraryDirect marketing：strategy, planning, execution
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| Main Authors: | |
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| Published: |
McGraw Hill,
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| Publisher Address: | New York |
| Publication Dates: | 2000. |
| Literature type: | Book |
| Language: | English |
| Edition: | 4th ed. |
| Subjects: | |
| Carrier Form: | xxxii, 600 p.: ill. ; 24 cm. |
| ISBN: | 0071352872 |
| Index Number: | F713 |
| CLC: | F713.1 |
| Call Number: | F713.1/N248/4th.ed. |
| Contents: |
Includes index. Strategic planning -- The marketing plan -- Research -- Testing -- The proposition -- "Back-end" marketing -- Mail order math -- Creative tactics -- Copywriting -- Art direction -- Direct mail formats -- Production planning -- Mailing lists -- Print media -- Broadcast media -- Broadcast creative -- Telemarketing -- Fulfillment -- Database marketing -- Internet marketing -- Going global. |