The Direct marketing handbook / (Record no. 2769)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 03546cam a2200361 a 4500 |
| 001 - CONTROL NUMBER | |
| control field | 1543025 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20260421110351.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 910702s1992 nyua b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER | |
| LC control number | 91025694 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 0070460272 : |
| Terms of availability | $69.95 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780071127295 |
| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | 1543025 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | DLC |
| Transcribing agency | DLC |
| Modifying agency | DLC |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5438.25 |
| Item number | .D555 1992 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.8/4 |
| Edition number | 20 |
| 245 04 - TITLE STATEMENT | |
| Title | The Direct marketing handbook / |
| Statement of responsibility, etc. | Edward L. Nash, editor in chief. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 2nd ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | New York : |
| Name of publisher, distributor, etc. | McGraw-Hill, |
| Date of publication, distribution, etc. | c1992. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xxxiii, 827 p. : |
| Other physical details | ill. ; |
| Dimensions | 24 cm. |
| 336 ## - CONTENT TYPE | |
| Content type term | text |
| Content type code | txt |
| Source | rdacontent |
| 337 ## - MEDIA TYPE | |
| Media type term | unmediated |
| Media type code | n |
| Source | rdamedia |
| 338 ## - CARRIER TYPE | |
| Carrier type term | volume |
| Carrier type code | nc |
| Source | rdacarrier |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc. note | Includes bibliographical references index. |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Strategic planning : an overview / Dick Shaver -- Testing and analysis / Edward L. Nash -- Research / Barry R. Mark -- Contests and sweepstakes / Jeffrey Feinman -- Law and ethics / Robert Posch, Jr. -- Multinational direct marketing / Richard Miller -- Privacy / Richard A. Barton -- Database marketing : an overview / Jock Bickert -- Selecting and testing response lists / Steve Roberts -- Fundamentals of list management / Dee Kendall -- Business lists / Mary Ann Kleinfelter -- List selection criteria / Ed Burnett -- List and database maintenance / Tom Zukas -- List segmentation / Barry Hauser -- List processing / Arthur Blumenfield -- Media tactics : an overview / Brent John Bissel -- Newspapers and magazines / Maxwell C. Ross -- Broadcast media / Dana Vogel -- Co-op mailings and package inserts / Leon Henry, Jr. -- Outbound telemarketing / George T. Bradbury, Judy Shapiro -- Inbound telemarketing / Eugene B. Kordahl -- Creative methods : an overview / Joan Throckmorton -- Psychological appeals / Alan Rosenspan -- Broadcast creative / Robert Santangelo -- Personalization / Ed McLean -- Production : an overview / John L. Rosenthal -- Printing and formats / David G. Rosenthal -- Lettershop processing / Robert H. Jurick -- Emerging lettershop technologies / Richard D. Haugan -- Postal regulations / Lee Epstein -- Fulfillment planning : an overview / Stanley J. Fenvessy -- Lead management systems / Suti Prakash -- Catalog fulfillment / Jeffrey A. Coppersmith -- Magazine subscription fulfillment / Jane Imber -- Continuity and negative option fulfillment / Henry W. Rossi -- Financial planning : an overview / David D. Shepard -- Product development / John T. White -- Analytic methods / Behram J. Hansotia -- Quantitative database methods / Robert D. Kestnbaum -- Accounting considerations / James B. Kobak -- Predictive modeling / John Banslaben -- Credit and collection / Robert Graham, James J. Carey -- Lead generation : an overview / Eugene D. Sollo -- Continuity marketing / Eric Nussbaum -- Subscription marketing / Elliott DeY. Schein -- Financial services marketing / James R. Rosenfield -- Fund-raising / Bruce R. McBrearty -- Third-party endorsements / Marge Landrau -- Catalog marketing / Jo-Von Tucker -- Business-to-business marketing / Richard Bloch -- Conquest marketing / Joshua Moritz, Mark J. Heller -- Customer loyalty programs / Karen Hochman. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Direct selling. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Direct marketing. |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Nash, Edward L. |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) | |
| a | 7 |
| b | cbc |
| c | orignew |
| d | 1 |
| e | ocip |
| f | 19 |
| g | y-gencatlg |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Koha item type | Books |
| Suppress in OPAC | No |
| Date last seen | Total checkouts | Full call number | Barcode | Price effective from | Koha item type | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection | Withdrawn status | Home library | Current library | Shelving location | Date acquired |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 21/04/2026 | HF5438.25.D555 1992 | 1002733 | 21/04/2026 | Books | Library of Congress Classification | Open Collection | Dato Maznah Library & Information Services | Dato Maznah Library & Information Services | H Social Sciences | 21/04/2026 |