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 | | Direct Marketing: An Integrated Approach (Mcgraw Hill/Irwin Series in Marketing) by William J., Ph.D. McDonald ISBN-10: 9780075617433 ISBN-10: 0-07-561743-9 ISBN-13: 9780075617433 ISBN-13: 978-0-07-561743-3 Hardcover 1997-11 McGraw-Hill Companies Find Lowest Price |
Reviews | ||
Good general overview This book covers in a very clear and structured manner the basics of direct marketing, including sections on creatives and database marketing. The sources at the end of each chapter indicate more detailed coverage. A good book for those entering the DM field and for those looking for a quick review or overview. It is not a handbook, rather, it's more of a basic textbook. | ||