Spiller, Lisa. <br/><br/>
Contemporary direct marketing / 
Lisa D. Spiller, Martin Baier. 
 - Upper Saddle River, N.J. :  Pearson Education/Prentice Hall,  2005. 
 - xxi, 410 p. :  ill. ;  24 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>1. Elements of direct marketing - 2. Direct marketing lists and segmentation - 3. Database-driven direct marketing - 4. Planning the offer - 5. Creative strategies in direct marketing - 6. Direct mail and other print media - 7. Broadcast and other electronic media - 8. Telemarketing - 9. The internet - 10. Customer service and fulfillment - 11. Direct marketing research: survey and experimentation - 12. Regulatory environment: the ethical and legal issues in direct marketing - 13. Business-to-business (Industrial) direct marketing - 14. Direct marketing for nonprofit organizations - 15. International direct marketing. 
<br/><br/><label>ISBN: </label>0131017705 (pbk.) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Direct marketing.
<br/><br/><label>Dewey Class. No.: </label>658.872  / SPI