DeFelice, Alexandra
February 2006
CRM Magazine;Feb2006, Vol. 10 Issue 2, p14
Trade Publication
Provides information on opt-in marketing, designed to let customers define the marketing boundaries in hope of building relationships and ultimately enhancing the bottom line. Explanation given by Ernan Roman, president of Ernan Roman Direct Marketing, for the opt-in relationship; Comments from Gartner principal analyst Adam Sarner on the importance for businesses to adopt opt-in marketing; Significance of engaging customers in meaningful relationships.


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