Direct Marketing Management

by Mary Lou Roberts

Book Overview

Written by a marketer/decision scientist team, this text explores all aspects of the discipline of direct marketing management - with a focus throughout on the best state-of-the-art practices and supporting research and theory.

• Format: Paperback
• Language: English
• ISBN: 0130804347
• ISBN13: 9780130804341
• Release Date: January 1999
• Publisher: Prentice Hall
• Length: 480 Pages
• Weight: 1.85 lbs.
• Dimensions: 0.9" x 7.1" x 9.3"

Customer Reviews

Good!

All basic idea about direct marketing that you must read.

Accolades for "Direct Marketing Management"!

This book takes the philosphy and strategy of direct marketing and translates it into an actionable plan. I found this book to be more advanced than most in explaining the concepts and giving good, practical advice that can be immediately implemented. I use it as a tool for new marketing professionals in my organization as well as for an evening class in Business to Business Marketing.