Has direct marketing changed that much? By Merlin Stone
I’m going through the interesting experience of working on a second edition of our book, Direct Hit. The original authors were myself, Alison Bond (an experienced direct marketer and market researcher) and Derek Davies, one of the best-known lecturers on direct marketing. The book was written in 1994, after direct marketing had established itself as a central marketing discipline for publishing, telecommunications, utilities, financial services and travel and leisure, and for some retailers, but before the new media (so often wrongly regarded as identical with interactive marketing) had made much impact. We are rewriting the book—still as an introductory management text—as a guide to direct and interactive marketing. What we have found is that the world has not changed all that much. However, there are four main areas where some change has been notable.
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