Baier Defines Direct Marketing[/title]

Martin Baier, senior vice-president of Old American Insurance Co., has written a book called Elements of Direct Marketing. In the book, Baier notes that direct marketing has emerged from direct mail and mail order as an aspect of total marketing. Direct marketing is characterized by measurability and accountability, for which it relies on lists and databases. Unless a company has a defined market, and unless it uses what it knows about the policyholder to refine its targeting continually, it is not in direct marketing. Baier believes that too many people in the insurance industry look at direct marketing as mass marketing. Baier says that the greatest direct marketing achievement of Old American is its early recognition that the market was segmented.

Full text: The National Underwriter, Dec 16, 1983Internet Marketing Tools

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