includes index

Contents: Part 1: Strategy and planning -- Testing and analysis -- Research -- Contents and sweepstakes -- Law and ethics -- Multinational direct marketing -- Privacy -- Part 2: Databases and mailing lists -- database marketing: an overview -- selecting and testing response lists -- fundamentals of list management -- business lists -- list selection criteria -- list and database maintenance -- list segmentation -- list processing -- Part 3: Alternative media -- media tactics: an overview -- newspapers and magazines -- broadcast media -- co-op mailings and package inserts -- outbound telemarketing -- inbound telemarketing -- Part 4: creative tactics -- psychological appeals -- broadcast creative -- personalization -- Part 5: Production methods -- production: an overview -- printing and formats -- lettershop processing -- emerging lettershop technologies -- postal regulations -- Part 6: Fulfillment planning -- fulfillment planning: an overview -- lead management systems -- catalog fulfillment -- magazine subscription fulfillment -- continuity and negative option fulfillment -- Part 7: Financial and tactical planning -- financial planning: an overview -- product development -- analytic methods -- quantitative database methods -- accounting considerations -- predictive modeling -- credit and collection -- Part 8: Applications -- lead generation: an overview -- continuity marketing -- subscription marketing -- financial services marketing -- fund-raising -- third-party endorsements -- catalog marketing -- business-to-business marketing -- conquest marketing -- customer loyalty programs.