Successful Direct Marketing Methods

This thoroughly revised edition of the "bible" of direct marketing includes expanded material on the Internet and other digital media and brand-new information on E-business (including E-communications, banners, buttons, E-mail, and permission marketing). This thoroughly revised 7th edition of the "bible" of direct marketing includes expanded material on the Internet and other digital media, brand new information on E-business (including e-communications, banners, buttons, email, permission marketing), E-commerce (online merchandising and usability and navigation of web sites) and E-services (online customer service, live operators, online chats, linking with call centers), up-to-the minute coverage of database marketing including data mining and online databases; expanded coverage of consumer privacy issues; new information on customer relationship marketing, on teleservices, and more. Also includes brand new case studies and Pilot Projects (interactive exercises) throughout. The most complete, up-to-date text on direct marketing available.