Driving Direct Marketing's Next Generation

Lamb, Michael; Sakhnini, Humam
October 2006
CRM Magazine;Oct2006, Vol. 10 Issue 10, p48
Trade Publication
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.


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