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4.0 out of 5 stars
Good general overview,
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.
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Direct Marketing: An Integrated Approach (Mcgraw Hill/Irwin Series in Marketing) by William J. McDonald PhD (Hardcover - Nov. 1997)
Used & New from: $7.10
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