- Thomas, Brian, 1938-
- Housden, Matthew
- Chartered Institute of Marketing.
- Butterworth-Heinemann in association with the Institute of Direct Marketing,
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- Includes bibliographical references and index.
- How direct marketing works; Developing a direct marketing campaign; Taking the long-term view; Collecting customer information; Using your information; The marketing database; How to reach customers and prospects effectively; Direct marketing and the internet; The importance of having an offer; How to increase responses through more creative marketing; The importance of testing; Evaluation, measurement and budgeting; Choosing and briefing suppliers; Where to go for more information; Glossary.
University of Huddersfield Library Catalogue