In a marketplace increasingly defined by customer categories with high expectations for service, quality, and responsiveness, companies are discovering that tra

Kennedy dares marketers to dramatically simplify their marketing, refocusing on what works. Updated to address the newest media and marketing methods, this mark

This text and disk aim to provide comprehensive coverage of direct marketing practice and techniques, exploring marketing strategy and marketing management. Ten

Building a successful direct marketing business takes more than luck and creativity - it requires the type of insight and leadership skills that can only be lea

This revised te×t includes coverage of electronic commerce, database marketing and research into direct and on-line marketing.