附註:"99 proven checklists to save time, cut costs & boost direct response"--Cover.
Planning for direct marketing campaigns -- Define direct marketing goals -- Product planning -- Conducting marketing research -- Forecasting market potential -- Forecasting sales -- Using the direct marketing media -- Media planning -- Direct mail and mailing lists -- Space advertising -- Catalogs -- Card packs and package inserts -- Telemarketing -- Managing creativity in direct marketing -- Direct marketing formats and art -- Copy and production -- Back-end direct marketing -- Inquiry handling -- Back-end analysis -- Marketing arithmetic -- Marketing calculations.
