TY  - BOOK
AU  - Mccorkell Graeme
TI  - Direct and Database Marketing
SN  - 749419601
PY  - 1997///
PB  - Kogan Page Limited
N2  - This book shows how technology has changed the very principles of marketing and calls into question everything traditional marketers have taken for granted.  Foreword, Preface, Acknowledgements, Marketing in the Database Age, Creating and Using Marketing Information Systems, How to Integrate Direct Marketing, Direct Marketing Communications, Bibliography, Index
ER  -