1. Direct Response

2. DIRECT-RESPONSE MARKETING COMMUNICATION Key Players The DMC Process

3. The Key Players

4. Marketers

5. Agencies & Media Companies

6. Customers & Prospects

7. The DMC Process

8. THE PRIMARY MEDIA OF DMC Direct Mail Catalogs Telemarketing Direct-Response Advertising The Internet and Others

9. Direct Mail

10. Catalogs

11. Telemarketing

12. Direct-Response Advertising

13. The Internet & New Forms of Direct Response

14. DATABASES: THE FOUNDATION OF DMC

15. Databases Create a Circular Process Figure 16.3

16. Lists

17. DMC TRENDS & CHALLENGES Integrated Direct Marketing Global Considerations in DMC Advantages & Limitations of DMC

18. Integrated Direct Marketing

19. Global Considerations in DMC

20. Advantages & Limitations of DMC