Tapp, alan <br/><br/>
Principles of direct and database marketing 
Alan Tapp. 
 - 3rd ed. 
 - Harlow, England ;  New York  Financial Times/Prentice Hall  1998. 
 - xiv, 489 p.  ill.  25 cm. 
<br/><br/> includes index :p.363 - 369 
<br/><br/><label>ISBN: </label>0273627171 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Database marketing.<br/>Direct marketing.