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Nash, Edward L,

Direct marketing : strategy, planning, execution / Edward L. Nash. - 4th ed. - xxxii, 600 páginas : ilustraciones

Strategic planning -- The marketing plan -- Research -- Testing -- The proposition -- ´Back-end´ marketing -- Mail order math -- Creative tactics -- Copywriting -- Art direction -- Direct mail formats -- Production planning -- Mailing lists -- Print media -- Broadcast media -- Broadcast creative -- Telemarketing -- Fulfillment -- Database marketing -- Internet marketing -- Going global.

ISBN: 0071352872 9780071352871

Subjects--Topical Terms:
Mercadeo.

Dewey Class. No.: 658.84 / N248d 2000