The foremost authority on direct marketing leads students step-by-step through the entire direct marketing process--from the why's and how's of successful creative to the business side of profitable direct marketing to interactive media and relational databases. All media are covered, including the traditional areas of print, broadcast, co-op, and telemarketing, as well as electronic and interactive media. The Instructor's Manual and Test Bank provide additional exercises and projects, answers to end-of-chapter quizzes, and 50 test questions per chapter, including multiple choice, true and false, and matching questions. Bob Stone's 30 Timeless Direct Marketing Principles Video (VHS format) 60-DAY EXAMINATION
- ISBN13 9780844230030
- Publish Date 16 January 2000 (first published 1 December 1994)
- Publish Status Out of Print
- Out of Print 25 June 2001
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Contemporary
- Edition 6th edition
- Format Hardcover
- Pages 640
- Language English