Desktop Marketing with the Macintosh

Aims to demonstrate how to pursue, target and maintain customers with the help of the Macintosh computer, covering how to utilize its software tools to increase response rates, analyze markets, generate leads, create direct-mail packages and evaluate results. The book deals with business-to-business and business-to-household marketing strategies and includes helpful appendices containing planning worksheets and software listings. The appendices also offer details of the Direct Marketing Association's "Ethical Guidelines".