Abstract
Looking ahead even 10 years will reveal tremendous changes in the direct marketing field — some of them predictable and based on existing technologies, such as the touch-tone keypad and cable television. Starting from these “knowns,” alert marketers can vastly expand the possibilities of their future utilization. At the same time, stretching our knowledge of the familiar can be a springboard to successful grasp of future techniques, which are still experimental and lesser-known. Direct marketing's future belongs to those at the forefront of this exploration.
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