Description: Chapter 1. Introduction to Direct Marketing Chapter 2. Direct Marketing Strategies Chapter 3. Segmentation and Target Marketing Chapter 4. Direct Marketing and Technology Chapter 5. Database Marketing Chapter 6. List Selection and Management Chapter 7. Positioning and Offer Planning Chapter 8. Creative Strategy and Execution Chapter 9. Direct-Mail Marketing Chapter 10. Catalog Marketing Chapter 11. Telemarketing Chapter 12. Direct Response Television Chapter 13. Direct Response Radio Chapter 14. Direct Response Print Chapter 15. Business-to-Business Direct Marketing Chapter 16. Direct Marketing Decision Support Tools Chapter 17. Direct Marketing Profitability Chapter 18. The Fulfillment Process Chapter 19. The Future of Direct Marketing Cases: 1. Avon Products 2. Barney and Friends 3. Deal-A-Meal USA 4. Dell Computer 5. Dial-A-Mattress 6. Fidelity Investments 7. The Franklin Mint 8. Home Shopping Network 9. ID Software 10. NordicTrack

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