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ISBN10: 0071352872 | ISBN13: 9780071352871
ISBN10: 0071352872
ISBN13: 9780071352871
Chapter 1: Introduction. Chapter 2: Strategic Planning. Chapter 3: The Marketing Plan. Chapter 4: Research. Chapter 5: Testing. Chapter 6: The Proposition. Chapter 7: "Back-End" Marketing. Chapter 8: Mail Order Math. Chapter 9: Creative Tactics. Chapter 10: Copywriting. Chapter 11: Art Direction. Chapter 12: Direct Mail Formats. Chapter 13: Production Planning. Chapter 14: Mailing Lists. Chapter 15: Print Media. Chapter 16: Broadcast Media. Chapter 17: Broadcast Creative. Chapter 18: Telemarketing. Chapter 19: Fulfillment. Chapter 20: Database Marketing. Chapter 21: Internet Marketing. Chapter 22: Going Global. Index.
Chapter 3: The Marketing Plan. Chapter 4: Research. Chapter 5: Testing. Chapter 6: The Proposition. Chapter 7: "Back-End" Marketing. Chapter 8: Mail Order Math. Chapter 9: Creative Tactics. Chapter 10: Copywriting. Chapter 11: Art Direction. Chapter 12: Direct Mail Formats. Chapter 13: Production Planning. Chapter 14: Mailing Lists. Chapter 15: Print Media. Chapter 16: Broadcast Media. Chapter 17: Broadcast Creative. Chapter 18: Telemarketing. Chapter 19: Fulfillment. Chapter 20: Database Marketing. Chapter 21: Internet Marketing. Chapter 22: Going Global. Index.
Chapter 5: Testing. Chapter 6: The Proposition. Chapter 7: "Back-End" Marketing. Chapter 8: Mail Order Math. Chapter 9: Creative Tactics. Chapter 10: Copywriting. Chapter 11: Art Direction. Chapter 12: Direct Mail Formats. Chapter 13: Production Planning. Chapter 14: Mailing Lists. Chapter 15: Print Media. Chapter 16: Broadcast Media. Chapter 17: Broadcast Creative. Chapter 18: Telemarketing. Chapter 19: Fulfillment. Chapter 20: Database Marketing. Chapter 21: Internet Marketing. Chapter 22: Going Global. Index.
Chapter 7: "Back-End" Marketing. Chapter 8: Mail Order Math. Chapter 9: Creative Tactics. Chapter 10: Copywriting. Chapter 11: Art Direction. Chapter 12: Direct Mail Formats. Chapter 13: Production Planning. Chapter 14: Mailing Lists. Chapter 15: Print Media. Chapter 16: Broadcast Media. Chapter 17: Broadcast Creative. Chapter 18: Telemarketing. Chapter 19: Fulfillment. Chapter 20: Database Marketing. Chapter 21: Internet Marketing. Chapter 22: Going Global. Index.
Chapter 9: Creative Tactics. Chapter 10: Copywriting. Chapter 11: Art Direction. Chapter 12: Direct Mail Formats. Chapter 13: Production Planning. Chapter 14: Mailing Lists. Chapter 15: Print Media. Chapter 16: Broadcast Media. Chapter 17: Broadcast Creative. Chapter 18: Telemarketing. Chapter 19: Fulfillment. Chapter 20: Database Marketing. Chapter 21: Internet Marketing. Chapter 22: Going Global. Index.
Chapter 11: Art Direction. Chapter 12: Direct Mail Formats. Chapter 13: Production Planning. Chapter 14: Mailing Lists. Chapter 15: Print Media. Chapter 16: Broadcast Media. Chapter 17: Broadcast Creative. Chapter 18: Telemarketing. Chapter 19: Fulfillment. Chapter 20: Database Marketing. Chapter 21: Internet Marketing. Chapter 22: Going Global. Index.
Chapter 13: Production Planning. Chapter 14: Mailing Lists. Chapter 15: Print Media. Chapter 16: Broadcast Media. Chapter 17: Broadcast Creative. Chapter 18: Telemarketing. Chapter 19: Fulfillment. Chapter 20: Database Marketing. Chapter 21: Internet Marketing. Chapter 22: Going Global. Index.
Chapter 15: Print Media. Chapter 16: Broadcast Media. Chapter 17: Broadcast Creative. Chapter 18: Telemarketing. Chapter 19: Fulfillment. Chapter 20: Database Marketing. Chapter 21: Internet Marketing. Chapter 22: Going Global. Index.
Chapter 17: Broadcast Creative. Chapter 18: Telemarketing. Chapter 19: Fulfillment. Chapter 20: Database Marketing. Chapter 21: Internet Marketing. Chapter 22: Going Global. Index.
Chapter 19: Fulfillment. Chapter 20: Database Marketing. Chapter 21: Internet Marketing. Chapter 22: Going Global. Index.
Chapter 21: Internet Marketing. Chapter 22: Going Global. Index.
Index.
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