http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
Foreword -- Acknowledgments -- Introduction -- 1. What is Direct Marketing? -- 2. Constructing Your Strategy -- 3. Finding Your Market, Selecting the Media -- 4. Buying, Creating, and Using Lists for Fun and Profit -- 5. Expanding Your Media and Markets -- 6. Tracking and Testing -- 7. Creative Persuasion -- 8. Create Your Headline and Start Writing -- 9. Selecting Your Format -- 10. Building Urgency, Heeding Regulations -- 11. Online Marketing -- 12. The Power of Letters -- 13. Designing Direct Marketing -- 14. Campaigns and Cases -- 15. Business-to-Business Direct Marketing -- 16. Doing Business with the Postal Service -- 17. Production -- 18. Customer Service -- When to Hire Professionals -- Resources -- References -- Index.
Includes bibliographical references (pages 279-286) and index.