Exploring Direct Marketing

by etc. (Author), Martin Evans (Author), Maurice Patterson (Author), Martin Evans (Author), Lisa O'Malley (Author)

• Used

  Paperback
  1998

  $5.87

  This volume is a UK/European text on direct marketing. It is a core introductory text for courses on direct marketing at undergraduate level and a supplementary text for courses in marketing communications or distribution. The text takes the student through the origins of direct and database marketing, various aspects of DM, privacy legislation and the role of DM in the marketing mix.