This book investigates the fundamental management techniques for direct marketing strategies that leverage computerised databases. Authored by Merlin Stone and Robert Shaw M.D., the text draws upon their expertise to explain how to effectively utilize customer data for telemarketing and other direct marketing initiatives. It presents a framework for managing these operations, focusing on the practical application of database technology in marketing campaigns.

This book is recognized as a foundational text in the field of database marketing, offering practical guidance for businesses seeking to implement or refine their direct marketing efforts. Its focus on management techniques and the strategic use of customer data makes it a valuable resource for marketing professionals and students alike. The authors provide a clear exposition of how technology can enhance customer engagement and campaign effectiveness.