A practical man's guide to direct marketing

An overview of direct marketing. An old craft is becoming more sophisticated and accessible with the application of new specialisations and techniques.

A practical man's guide to direct marketing

Five short years have turned an old craft into an extraordinary new marketing capability

Miles Young

Direct marketing may not be formless, but it's remarkably diverse, hard to quantify, and infested with sophisticated new specialisations and techniques. These are transforming our most fundamental ideas about the selling og goods and services, and are becoming more and more accessible. The author identifies taday's major players on both the user and the supply side, explains the ideas underlying DM's new applications, and provides as essential map to the industry's complex and changing landscape.

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