Summary: This is a text with cases appropriate for a course called database marketing or direct marketing. The author's own case analysis software titled THE DIRECT MARKETING STRATEGY SYSTEM will also be packaged with every copy of the text. This text makes great use of the information published in business-to-business periodicals and draws on current texts in direct marketing, marketing strategy and marketing management. It also relies on the author's extensive busine ...show moress knowledge, teaching experience and publication experience in direct marketing.
-10 cases on hot companies; i.e., Home Shopping Network, Victoria's Secret, and Avon.
-The appendices include sections on case analysis and the software manual. ...show less