Everyone knows direct marketing's vast capacity for expanding customer bases and increasing sales. But for many businesses, the costs of implementing traditional means of direct marketing are prohibitive - and the return on investment takes too long to materialize. Now smart marketers can take full advantage of direct marketing's potential, in a fraction of the time and at a much lower cost. This book explains and evaluates new technologies for creating and disseminating direct marketing - starting with no more than a personal computer - including the lastest software, on-line-services, databases, electronic advertising, and more. Packed with examples and checklists that help the marketer choose and use the right technologies, this one-step goldmine of tips and techniques also features an appendix of sources and a glossary of direct marketing terms.