Direct Marketing – The Database

Abstract

It is argued that there is now hard evidence to suggest that direct mail is more effective than advertising. But direct mail is more complex than advertising. To be achieved on any worthwhile scale a substantial investment in terms of people, creativity, equipment and technical expertise is demanded. How one firm provides these for its often specialised customers is described.

Citation

Sharp, B. (1989), "Direct Marketing – The Database", Marketing Intelligence & Planning, Vol. 7 No. 1/2, pp. 19-21. https://doi.org/10.1108/EUM0000000001037