TY  - BOOK
AU  - McDonald,William J.
TI  - Direct marketing: an integrated approach 
SN  - 0256197830
PY  - 1998///
CY  - Boston, Mass.
PB  - Irwin/McGraw-Hill
KW  - Direct marketing
KW  - Case studies
N1  - Includes bibliographical references and index; Direct marketing strategies--Segmentation and target marketing--Database marketing
ER  -