Direct Marketing: An Integrated Approach (MCGRAW HILL/IRWIN SERIES IN MARKETING)
ISBN-10:
0075617439
ISBN-13:
9780075617433
Author(s): McDonald, William J.; McDonald, William J., Ph.D.
Edition: Book and Disk
Released: Nov 01, 1997
Publisher: Richard D.Irwin
Format: Hardcover, 532 pages
Related ISBN: 9780256197839
Description:
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 business knowledge, teaching experience and publication experience in direct marketing.
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