03546cam a2200361 a 4500 1543025 OSt 20260421110351.0 910702s1992 nyua b 001 0 eng 91025694 0070460272 : $69.95 9780071127295 1543025 DLC DLC DLC HF5438.25 .D555 1992 658.8/4 20 The Direct marketing handbook / Edward L. Nash, editor in chief. 2nd ed. New York : McGraw-Hill, c1992. xxxiii, 827 p. : ill. ; 24 cm. text txt rdacontent unmediated n rdamedia volume nc rdacarrier Includes bibliographical references index. 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. Direct selling. Direct marketing. Nash, Edward L. 7 cbc orignew 1 ocip 19 y-gencatlg lcc BOOKS 0 2769 2769 2026-04-21 09:35:00 0 HF5438.25.D555 1992 1002733 2026-04-21 BOOKS 0 lcc 0 0 Open 0 DMLIS DMLIS H 2026-04-21