The strategic value of direct marketing: What are we good at? Part 1

  title={The strategic value of direct marketing: What are we good at? Part 1},
  author={Alan Tapp},
  journal={Journal of Database Marketing \& Customer Strategy Management},
  • A. Tapp
  • Published 1 September 2001
  • Business
  • Journal of Database Marketing & Customer Strategy Management
A lot of confusion is generated by the use of different terms to describe similar developments in marketing. This has led to a lack of clarity about the most important strategic imperatives impacting on direct marketing. This first of three papers takes on the task of reviewing the existing strategic position of direct marketing today. It concludes that paradigms linking direct marketing to relationship building and loyalty have a number of serious problems, and that the real strength of direct… 
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