Direct Marketing: An Integrated Approach (Mcgraw Hill/Irwin Series in Marketing) [Hardcover]

William J., Ph.D. McDonald (Author), William J. McDonald (Author)

Book Description

Publication Date: November 1997 | ISBN-10: 0075617439 | ISBN-13: 978-0075617433 | Edition: Har/Dis

This is a text with cases appropriate for a course called database marketing or direct marketing. 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.

Product Details

• Hardcover: 532 pages
• Publisher: Richard D Irwin; Har/Dis edition (November 1997)
• Language: English
• ISBN-10: 0075617439
• ISBN-13: 978-0075617433
• Product Dimensions: 9.5 x 7.5 x 1.6 inches
• Shipping Weight: 2.6 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #3,714,670 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

4.0 out of 5 stars Good general overview, May 12, 2000

By A Customer

This review is from: Direct Marketing: An Integrated Approach (Mcgraw Hill/Irwin Series in Marketing) (Hardcover)

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.