Chapter 1: Introduction.

Chapter 2: Strategic Planning.

Chapter 3: The Marketing Plan.

Chapter 4: Research.

Chapter 5: Testing.

Chapter 6: The Proposition.

Chapter 7: "Back-End" Marketing.

Chapter 8: Mail Order Math.

Chapter 9: Creative Tactics.

Chapter 10: Copywriting.

Chapter 11: Art Direction.

Chapter 12: Direct Mail Formats.

Chapter 13: Production Planning.

Chapter 14: Mailing Lists.

Chapter 15: Print Media.

Chapter 16: Broadcast Media.

Chapter 17: Broadcast Creative.

Chapter 18: Telemarketing.

Chapter 19: Fulfillment.

Chapter 20: Database Marketing.

Chapter 21: Internet Marketing.

Chapter 22: Going Global.

Index.