Ch. 1. Scope of direct marketing -- Ch. 2. Business, strategic, and direct marketing planning -- Ch. 3. The impact of databases -- Ch. 4. Consumer and business mailing lists -- Ch. 5. The offer -- Ch. 6. Magazines -- Ch. 7. -- Newspapers -- Ch. 8. TV/radio -- Ch. 9. Co-ops -- Ch. 10. Telemarketing/teleservices -- Ch. 11. Overview of internet direct marketing -- Ch. 12. E-communications -- Ch. 13. E-commerce -- Ch. 14. Creating direct mail advertising -- Ch. 15. Creating and managing catalogs -- Ch. 16. Creating print advertising -- Ch. 17. Business-to-business direct marketing -- Ch. 18. Managing a lead-generation program -- Ch. 19. Modeling for business decision support -- Ch. 20. Mathematics of direct marketing -- Ch. 21. Innovation through creativity and testing -- Ch. 22. Research for direct marketers -- Appendix: Careers in direct marketing.