TITLE

Driving Direct Marketing's Next Generation

AUTHOR(S)
Lamb, Michael; Sakhnini, Humam
PUB. DATE
October 2006
SOURCE
CRM Magazine;Oct2006, Vol. 10 Issue 10, p48
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses direct marketing. Marketers must find the right target and treatment for each product and each channel. Companies must adopt an optimization approach that informs overall strategy, aligns the incentives of marketers and provides guidance on trade offs between competing product lines.
ACCESSION #
22574215

 

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