Successful Direct Marketing Methods, Seventh Edition

With more than 250,000 copies sold, the classic text on direct marketing is now even better!

This thoroughly revised edition of Successful Direct Marketing Methods --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, permission marketing). Also includes E-commerce (online merchandising and usability and navigation of websites) 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 and teleservices-- and more!

• Completely rewritten and modernized from the last edition to include cutting-edge information on the latest E-tools available to direct marketers
• Now includes real-life business case studies from well known companies like Ford Motor Company, Dell Computer, NutraSweet, and more!