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Hardcover McDonald ] Modern Direct Marketing ] 1998 ] 1 Book
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ISBN: 0256197830

ISBN13: 9780256197839

McDonald ] Modern Direct Marketing ] 1998 ] 1

by and

This text and disk aim to provide comprehensive coverage of direct marketing practice and techniques, exploring marketing strategy and marketing management. Ten case studies are included.

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Format: Hardcover

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Business Business & Investing Economics

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Good general overview

Published by Thriftbooks.com User , 24 years ago
This book covers in a very clear and structured manner the basics of direct marketing, including sections on creatives and database marketing. The sources at the end of each chapter indicate more detailed coverage. A good book for those entering the DM field and for those looking for a quick review or overview. It is not a handbook, rather, it's more of a basic textbook.
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