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What is Direct Marketing? Managing a Direct Marketing Campaign!

What is Direct Marketing? Managing a Direct Marketing Campaign!

A major change that is reshaping the face of selling is the growth of direct marketing. This chapter explores the major changes that are taking place, the key tools that can be used and how the direct marketing process can be effectively managed. It begins by explaining the meaning of direct marketing before discussing the use of database marketing. The management of direct marketing activities will then be explored, including setting objectives, targeting, achieving customer retention and creating action plans….

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