LONDON: Britain's Direct Marketing Association is the driving force behind  a new QoS initiative – the Best Practice Alliance - that will draw-up and distribute a comprehensive set of guidelines and professional advice relating to all aspects of business to business marketing.

Steve Dyer, managing director of Clockwork IMC and a member of the DMA's B2B committee is the first chairman of the Best Practice Alliance.

He is, unsurprisingly, an evangelist for the enterprise: "Such cooperation across a series of marketing disciplines and trade associations presents a fantastic opportunity for businesses to harness the power of B2B marketing more effectively.

"With free advice and guidance from independent experts, it will provide insight which is valuable to sole traders and multinationals alike."

Signing up to the initiative are the Internet Advertising Bureau, the British Promotional Merchandise Association, the Institute of Direct Marketing, the Association of Business to Business Agencies, the Institute of Sales Promotion, the Market Research Society, and eight DMA councils.

The eight councils: Contact Centres & Telemarketing; Field Marketing; Agencies; Email Marketing; Mailing Houses; the Data; Inserts; and Fulfilment and Response.

Data sourced from BrandRepublic (UK); additional content by WARC staff