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040			_aGR-AtMCL _bgre _dGR-AtMCL _eAACR2
245	1		_aRoyal Mail Guide to Direct Mail for Small Businesses / Find the right prospects, Control your costs, Make your mailshots work
260			_bButterworth Heinemann, _c1996
300			_a308
520			_aPreface, Introduction, Direct Mail and Other Advertising Methods, Why Direct Mail Works so Well, Information, Understanding Your Customers, Targeting and Segmentation, The Marketing Database - Your Own Private Advertising Medium, Mailing Lists (Rented or External), Communications, The Importance of an Offer, How to Increase Responses Through more Effective Writing and Design, Direct Mail Testing and Measurement, Services, When to Use Outside Suppliers and How to Choose Them, Royal Mail Services to Help You Develop Your Business, Campaign Planning, Campaign Planning and Management, Appendices, Glossary, Index.
700	1		_aThomas Brian _9976
942			_cBK
999			_c721 _d721