A textbook aimed at the growing number of direct marketing students at universities, colleges and on professional courses. The Rise of Direct Marketing, Planning for Direct Marketing, Segmentation and Direct Marketing, The Marketing Database, Market Research and Testing, Customer Acquisition and Retention and Loyalty, Relationship Marketing, Direct Marketing Media, The Internet, Creativity and Production and Fulfilment, The Law of Direct Marketing, Direct Marketing and Social Responsibility, Cases and Clippings, Index.