oa Journal of Marketing - Direct marketing still straightest route to consumer's pocket
|Article Title||Direct marketing still straightest route to consumer's pocket|
|© Publisher:||Future Publishing|
|Journal||Journal of Marketing|
|Publication Date||Feb 2007|
|Issue||Feb / Mar 2007|
As the creators, builders and protectors of brands, we marketers should know better than to become prey to our own hype - and yet it is astonishing how many of us still see direct marketing as the poor cousin of the industry.
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