Riley, Peter
July 2006
Campaign (UK);6/30/2006 Supplement, p5
Trade Publication
The article focuses on the views of the author regarding the impact of the combination of new and old media on direct marketing campaigns. According to the author, if both new and old media are put together, the results are far better than either could have achieved on their own. The author opines that the future for direct marketing and customer relationship marketing lies in encouraging individuals to opt in to marketing.


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