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.