Contemporary Direct Marketing

Unique in its incredible thoroughness, this is the most comprehensive direct/interactive marketing book on the market. Current and relevant concepts—customer relationships, database marketing, information privacy, telemarketing, research and testing, global and ethical issues, and more—will prepare individuals to be competitive in the job market and workforce. Other “hot topics” include legal issues, non-profit organizations, business-to-business applications, customer service and fulfillment, and creative and quantitative issues. For any business professionals working for a for-profit or nonprofit business or governmental agency; professionals of businesses of any size; and entrepreneurs.