Pt. 1. The Basis of Direct Marketing -- Ch. 1. Contemporary Direct Marketing -- Ch. 2. Planning a Direct Marketing Program -- Pt. 2. Direct Marketing Decision Variables -- Ch. 3. Offer Planning and Positioning -- Ch. 4. Mailing Lists: Processing and Selection -- Ch. 5. List Segmentation -- Ch. 6. Creative Strategy and Execution -- Ch. 7. Fulfillment and Customer Service -- Pt. 3. Special Techniques of Direct Marketing -- Ch. 8. Developing and Using Customer Databases -- Ch. 9. Profitability and Lifetime Value -- Ch. 10. Testing Direct Marketing Programs -- Ch. 11. Business-to-Business Direct Marketing -- Pt. 4. Direct Marketing Media -- Ch. 12. Developing Direct Mail Campaigns -- Ch. 13. Catalog Marketing -- Ch. 14. Telephone Marketing -- Ch. 15. Direct Response in Print Media -- Ch. 16. Direct Response in Broadcast Media -- Ch. 17. Interactive Media.