Direct marketing in action : cutting-edge strategies for finding and keeping the best customers / edited by Andrew R. Thomas [and others].

What is direct marketing? / Andrew R. Thomas and Karen Nelsen
Customer analysis : the right behaviors / Deborah L. Owens and William J. Hauser
Environmental analysis : identifying internal capabilities and external opportunities / Dan Rose
Competitor analysis : assessing competitive formats and strategies / Linda M. Foley
Data mining and profiling : the right information / Annemarie Scarisbrick-Hauser
Target marketing / Deborah L. Owens and Cathy L. Martin
Differentiating and positioning : formulating and implementing the right strategies / Dale M. Lewison
Unique value proposition : developing and implementing the right offer / Dale M. Lewison and Mark Collins
Creative marketing communications : creating and delivering the right message / William J. Hauser
Direct marketing channels : selecting and employing the right media / Bruce D. Keillor
Fulfillment and service : meeting and exceeding the customer's expectations / Ann Daher Fleming and Linda M. Foley
Measurement and assessment : analyzing and interpreting performance results / Ann Daher Fleming and Linda M. Foley
Adaptation and innovation / Linda M. Foley
Ethics and professionalism / Steven Brubaker and Timothy J. Wilkinson.