Publisher: McGraw-Hill, 1998, 532 pages
The author’s own case analysis software titled THE DIRECT MARKETING STRATEGY SYSTEM will also be packaged with every copy of the text.
This text makes great use of the information published in business-to-business periodicals and draws on current texts in direct marketing, marketing strategy and marketing management.
It also relies on the author's extensive business knowledge, teaching experience and publication experience in direct marketing.
10 cases on hot companies; i.e., Home Shopping Network, Victoria's Secret, and Avon.
The appendices include sections on case analysis and the software manual.
This is in reality only a basic marketing book, that tries to remove advertising and add some CRM and call it DM. It's not even very good. It is supposed to be accompanied by four diskettes with Powerpoint presentations, but instead you get some strange software that needs to be installed on a Windows'95 machine (which I refused). Skip it.