As I mentioned already in previous ops, I am a distant student in direct marketing. This obviously involves reading a lot – study papers, magazines, and books. Currently I just finished to work myself through “Up Close & Personal” (2nd Edition) written by Paul R Gamble, Merlin Stone, Neil Woodcock and Bryan Foss and published by Kogan Page. So it is probably about the time that I give you my newest op! The book contains 371 pages (including Appendix) and covers the often-discussed theme Customer Relationship Marketing. To give you a short impression, here is a shortened structure / content of ...
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