000			03546cam a2200361 a 4500
001			1543025
003			OSt
005			20260421110351.0
008			910702s1992 nyua b 001 0 eng
010			_a 91025694
020			_a0070460272 : _c$69.95
020			_a9780071127295
035			_a1543025
040			_aDLC _cDLC _dDLC
050	0	0	_aHF5438.25 _b.D555 1992
082	0	0	_a658.8/4 _220
245	0	4	_aThe Direct marketing handbook / _cEdward L. Nash, editor in chief.
250			_a2nd ed.
260			_aNew York : _bMcGraw-Hill, _cc1992.
300			_axxxiii, 827 p. : _bill. ; _c24 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references index.
505	0		_aStrategic 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	_aDirect selling.
650		0	_aDirect marketing.
700	1		_aNash, Edward L.
906			_a7 _bcbc _corignew _d1 _eocip _f19 _gy-gencatlg
942			_2lcc _cBOOKS _n0
999			_c2769 _d2769