The Good, the Bad and the Pretty?

Latz, Ayal
October 2012
Response;Oct2012, Vol. 21 Issue 1, p42
The article explores the three options if a return is going to happen from a marketer's perspective. It discusses the significance of a well-thought-out strategy and procedure for dealing returns in reducing returns, lowering costs, and creating revenue source. It suggests to anticipate reasons a campaign might experience returns to implement measures to decrease or prevent its occurrence again. INSET: 6 Degrees of Separation.


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