A new thrust: to create a major consumer marketing plan[/title]

Unlike mass marketers, direct marketers must sell consumers on the "method" of buying. Resistance to direct mail due to unfavorable lingering images from the past is decreasing. Resistance due to consumer fears of problems in the process need to be addressed through education and improvements in ordering and return procedures. A cooperative effort by Direct Marketing Association members to develop a major consumer marketing plan would benefit all in the industry.

Full text: Direct Marketing, Mar 1984Internet Marketing Tools

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