Part One: Overview of the Direct Marketing Field
1. The System of Direct Marketing - H. Dallmer / R. Thedens
2. Direct Marketing Volume and Market Structure - H. Fischer
3. Mail Order: Numbers, Data, Facts - G. Krämer

Part Two: Theoretical Fundamentals of Direct Marketing
1. Direct Marketing and Marketing
A. Fundamentals of Marketing - St. Tischler
B. The Instruments of Direct Marketing - L. Wagner
C. Goals and Functions of Direct Marketing - Prof. Dr. G. Reiser
D. Market Segmentation and Direct Marketing - Prof. Dr. E. Dicht!
2. Direct Marketing and Direct Communication
A. Fundamentals of Direct Communication - Prof. Dr. W. Lerg
B. Opinion Leaders as Reference Points of Personal Communication - Prof. Dr. W. Kroeber / Dr. K. Kaas
C. The Influence of the Communicator on the Effect of Direct Market Communications - Prof. Dr. R. Köhler.