Table of contents for Direct marketing : strategy, planning, execution / Edward L. Nash.

Bibliographic record and links to related information available from the Library of Congress catalog

Information from electronic data provided by the publisher. May be incomplete or contain other coding.

 Chapter 1: Introduction. 
 Chapter 2: Strategic Planning.
 Chapter 3: The Marketing Plan.
 Chapter 4: Research.
 Chapter 5: Testing.
 Chapter 6: The Proposition.
 Chapter 7: "Back-End" Marketing.
 Chapter 8: Mail Order Math.
 Chapter 9: Creative Tactics.
 Chapter 10: Copywriting.
 Chapter 11: Art Direction.
 Chapter 12: Direct Mail Formats.
 Chapter 13: Production Planning.
 Chapter 14: Mailing Lists.
 Chapter 15: Print Media.
 Chapter 16: Broadcast Media.
 Chapter 17: Broadcast Creative.
 Chapter 18: Telemarketing.
 Chapter 19: Fulfillment.
 Chapter 20: Database Marketing.
 Chapter 21: Internet Marketing.
 Chapter 22: Going Global.

Library of Congress subject headings for this publication: Direct marketing