Publisher's Synopsis
Featuring three new chapters, and numerous projects and cases, here is an expanded edition of the introductory text that shows students how direct marketing fits into the overall marketing picture. Katzenstein and Sachs present a comprehensive picture of the direct marketing process from the point of view of the direct marketing manager, with a strong emphasis on the numerous decisions that need to be made day-in day-out. This text's coverage encompasses a mixture of theory and applications, the proper balance of informative text and actual examples of how direct marketing happens.
