TITLE

RETURN ON INVOLVEMENT

AUTHOR(S)
Riley, Peter
PUB. DATE
July 2006
SOURCE
Campaign (UK);6/30/2006 Supplement, p5
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
23727431

 

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