TM404 Lecture 2 An introduction to Direct MKT.pptVIP

* * 7.Sources Text Book: n/a Reading Lists: Blattberg, R.C. et al.; (2008); Database Marketing; Springer; Available from Amazon A quantitative approach to direct marketing. Well beyond the scope of any unit in the marketing courses but an invaluable reference for those interested in models, methodologies and techniques of measuring the outcomes of direct marketing.? Bird, D.;(2206);Commonsense Direct and Digital Marketing; Kogan Page; Available from A More a “how-to” manual than a text. Very favourably reviewed by purchasers. * Any Questions? * * * * * * * * * * * * * * * * * * * * *