This volume is a UK/European text on direct marketing. It is a core introductory text for courses on direct marketing at undergraduate level and a supplementary text for courses in marketing communications or distribution. The text takes the student through the origins of direct and database marketing, various aspects of DM, privacy legislation and the role of DM in the marketing mix.
- ISBN10 1861524021
- ISBN13 9781861524027
- Publish Date 24 September 1998
- Publish Status Out of Print
- Out of Print 24 November 2004
- Publish Country GB
- Imprint Cengage Learning EMEA
- Format Paperback
- Pages 512
- Language English