TY  - BOOK
AU  - Sargeant, Adrian
AU  - West, Douglas C.
TI  - Direct and interactive marketing
SN  - 0198782535
U1  - 658.84 
PY  - 2001///
CY  - New York: 
PB  - Oxford University Press
KW  - agencies
KW  - analytical procedures
KW  - budgeting
KW  - building a customer database
KW  - communications objectives
KW  - creative briefing
KW  - customer acquisiton
KW  - customer retention
KW  - direct interactive marketing
KW  - direct marketing specialists
KW  - e marketing
KW  - fulfilment
KW  - market planning
KW  - marketing mix
KW  - media planning
KW  - print
KW  - reduction
KW  - testing and research
KW  - understanding buying
ER  -