Abstract
The future of direct marketing receives much attention in trade journals and discussions at direct marketing conferences, yet its “future” remains as vague as ever. This article identifies and examines the major problems, issues, and misconceptions that need to be overcome and provides both principles and specific examples of what should be done to launch direct marketing into the next generation—including a new name that will be needed to describe the enhanced discipline.
Get full access to this article
View all access options for this article.