ISBN-10:
0070460329
ISBN-13:
9780070460324
Pub. Date:
12/28/1994
Publisher:
McGraw-Hill Companies, The
Direct Marketing: Strategy, Planning, Execution / Edition 3

Direct Marketing: Strategy, Planning, Execution / Edition 3

by Edward L. Nash

Hardcover

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Product Details

ISBN-13: 9780070460324
Publisher: McGraw-Hill Companies, The
Publication date: 12/28/1994
Edition description: Older Edition
Pages: 477
Product dimensions: 6.36(w) x 9.33(h) x 1.62(d)

Table of Contents

Chapter 1: Introduction.
Chapter 2: Strategic Planning.
Chapter 3: The Marketing Plan.
Chapter 4: Research.
Chapter 5: Testing.
Chapter 6: The Proposition.
Chapter 7: "Back-End" Marketing.
Chapter 8: Mail Order Math.
Chapter 9: Creative Tactics.
Chapter 10: Copywriting.
Chapter 11: Art Direction.
Chapter 12: Direct Mail Formats.
Chapter 13: Production Planning.
Chapter 14: Mailing Lists.
Chapter 15: Print Media.
Chapter 16: Broadcast Media.
Chapter 17: Broadcast Creative.
Chapter 18: Telemarketing.
Chapter 19: Fulfillment.
Chapter 20: Database Marketing.
Chapter 21: Internet Marketing.
Chapter 22: Going Global.
Index.

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