Direct marketing.

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Bibliographic Details
Main Author:	Katzenstein, Herbert
Other Authors:	Sachs, William S.
Format:	Book
Language:	English
Published:	New York : MacMillan Publishing Company, 1992.
Edition:	2nd edición
Subjects:	Mercadeo directo Segmentación del mercado Medios de comunicación de masas
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--

Table of Contents:

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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