TY  - BOOK
AU  - O'Malley,Lisa
AU  - Patterson,Maurice
AU  - Evans,Martin
AU  - Patterson,Maurice
TI  - Exploring direct marketing
SN  - 9781861524027 (pbk.) :
U1  - 658.84 OMA 
PY  - 1998///
CY  - London
PB  - International Thomson Business
KW  - Direct marketing
KW  - Business and Management
KW  - ukslc
KW  - Market research
KW  - thema
N1  - Includes bibliographical references and indexes
N2  - Exploring Direct Marketing is the first real UK/European text on direct marketing. It takes the student through the origins of direct and database marketing, various aspects of DM, privacy legislation and the role of DM in the Marketing Mix
ER  -