About the Book: Principles of Direct and Database Marketing: 4th Edition Contents PART I: INTRODUCING DIRECT MARKETING 1. What is direct marketing? 2. The database PART II: USING DIRECT MAREKTING TO ANALYSE THE MARKETING SITUATION 3. The customer database: analysis and applications 4. Using external databases in direct marketing PART III: SETTING OBJECTIVES and STRATEGIES WITHIN DIRECT MARKETING 5. Direct marketing objectives and strategies 6. The strategic influences on direct marketing 7. Relationship marketing and CRM 8. The Internet 9. Social networks: a new perspective for direct marketing PART IV: DIRECT MARKETING IMPLEMENTATION and CONTROL 10. Offers and incentives in direct marketing 11. Direct marketing media 12. Acquisition Media 13. Creative practice and consumer behaviour in direct marketing 14. Testing, budgeting and research in direct marketing.