TY  - BOOK
AU  - Roberts, Mary Lou
AU  - Berger, Paul D.
TI  - Direct marketing management
SN  - 013084084X
U1  - 658.84 
PY  - 1999///
CY  - London: 
PB  - Prentice-Hall International Limited
KW  - broadcast media
KW  - business to business
KW  - catalog marketing
KW  - contemporary direct marketing
KW  - creative strategy
KW  - customer databases
KW  - customer service
KW  - direct marketing
KW  - interactive media
KW  - mail campaigns
KW  - mailing lists
KW  - marketing programs
KW  - planning and positioning
KW  - print media
KW  - profitability
KW  - segmentation
KW  - tele marketing
ER  -