Contesting the future — Bob Tyrrell, Interactive Marketing, Vol. 1 No. 1

This paper focuses on some of the wider influences on marketing generally and direct marketing in particular, and challenges some received wisdoms. Looking at some of the trends observable in society and at parallels from politics, it helps to raise our awareness of alternative scenarios for direct marketing. The world is changing very fast; what was true five years ago or today does not necessarily hold good for the long term.

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01 Jul 1999		£19.50
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