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The complete guide to direct marketing : creating breakthrough programs that really work

by Meisner, Chet.

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Table of Contents:
  • Direct marketing as business strategy
  • Direct marketing as sales
  • Thinking like a direct marketer
  • Breakthrough strategies that have worked
  • Barriers to success
  • Finding your audience
  • Data, data processing, and database marketing
  • Creative
  • Production and fulfillment
  • Testing and tracking.