Cullis, Mike
October 2009
Campaign;10/16/2009 Direct Approach Supp, p9
Trade Publication
The article focuses on the significant role of direct marketing as the most powerful influence on a brand. According to the authors, direct marketers can capitalise on commercial opportunities with service messages that strengthen the relationship with the brand. They emphasize that to do this, direct marketers (DM) should seek new ways for the brand to fulfil the needs of customers. They stress that new tools give an opportunity for DM to deliver more powerful content.


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