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Chapter 1 -- Contemporary Direct Marketing   Mary Lou Roberts

Chapter 2 -- Planning a DM Program   Mary Lou Roberts

Chapter 3 -- Offer Planning & Positioning   Mary Lou Roberts

Chapter 4 --  Mailing Lists   Paul D. Berger

Chapter 5 -- List Segmentation   Paul D. Berger

Chapter 6 -- Creative Strategy & Execution   Mary Lou Roberts

Chapter 7 -- Fulfillment & Customer Service   Paul D. Berger

Chapter 8 --  Customer Databases   Mary Lou Roberts

Chapter 9 -- Profitability and LTV   Paul D. Berger

Chapter 10 -- Testing DM Programs   Paul D. Berger

Chapter 11 -- B2B Direct Marketing   Mary Lou Roberts

Chapter 12 -- Direct Mail Campaigns  Mary Lou Roberts

Chapter 13 -- Catalog Marketing   Mary Lou Roberts

Chapter 14 -- Telephone Marketing   Mary Lou Roberts

Chapter 15 -- DR in Print Media   Mary Lou Roberts

Chapter 16 -- DR in Broadcast Media   Mary Lou Roberts

Chapter 17 -- Interactive    Not Available for Download