Lerose, Robert
December 2010
Folio: The Magazine for Magazine Management;Super Book 2011, p13
Trade Publication
The article focuses on the use of lead generation promotion for marketing. The purpose of lead generation is to get qualified prospects to identify themselves and not to close the sale. Unlike mail order that makes and closes the sale at one time, lead generation is a multi-step campaign. Lead generation has been shown to work better than expensive mailings filled with inserts.


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