附註:Includes index.
List of Plates; Acknowledgements; Chapter 1: Beginnings; The Amateur Approach; The Difficult Approach; Some Valuable Discoveries; The Mysterious Rise of Direct Marketing; A Paradox; Your Timing is Good; Chapter 2: The Three Graces of Direct Marketing; Short-Term Thinking; To Make and Keep a Customer; What is Direct Marketing; The Three Graces of Direct Marketing; How Your Customer is Changing; Controllability: An Important Benefit; Giving Your Customer a Better Service; The Spiral of Prosperity; Chapter 3: Direct Marketing Can Do More Than You Think; What Can You Sell.
摘要:For many years, Commonsense Direct Marketing has enjoyed an unrivalled reputation as 'the authoritative textbook'', and latterly as 'a definitive mini institute'. The book was first published in 1982, and this new edition upholds the tradition of excellence established in previous editions, with the added bonus of a larger, easy-to-read format. It also includes extensive material on how to use the Internet as a direct marketing tool.
