| Notas Contenido: |
- Framework for direct marketing: Scope of direct marketing, Organization for direct marketing, The social and legal enviroment-- The Planning Process: Planning for direct marketing, Segmentation in direct marketing-- Implementation: Database marketing, Financial aspects of direct marketing programs, The role of marketing research, Fulfillment and customer service-- Uses of Media: Direct Mail, List managmente, Catalogs, Telemarketing, Customer publications, Direct response in electronic media-- Direct marketing in diffrent markets: Business to business marketing, International direct marketing--
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