Direct Marketing: An Integrated Approach (Irwin/McGraw-Hill Series in Marketing)

Rating:
Summary: Good general overview
Review: This book covers in a very clear and structured manner the basics of direct marketing, including sections on creatives and database marketing. The sources at the end of each chapter indicate more detailed coverage. A good book for those entering the DM field and for those looking for a quick review or overview. It is not a handbook, rather, it's more of a basic textbook.