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.