000			01391cam a2200229 a 4500
001			vtls003043182
003			MY-SjTCS
005			20200306170003.0
008			110218s2005 njua b 001 0 eng
020			_a0131017705 (pbk.)
039		9	_a201102181245 _bVLOAD _c200704060948 _dpushpa _y200704060903 _zmalathy
082	0	4	_a658.872 _bSPI
100	1		_aSpiller, Lisa. _924137
245	1	0	_aContemporary direct marketing / _cLisa D. Spiller, Martin Baier.
260			_aUpper Saddle River, N.J. : _bPearson Education/Prentice Hall, _c2005.
300			_axxi, 410 p. : _bill. ; _c24 cm.
504			_aIncludes bibliographical references and index.
505	0		_a1. 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.
650		0	_aDirect marketing. _9276463
700	1		_aBaier, Martin. _924138
920			_aTCHT : 666027
999			_c59508 _d59508