In direct-response promotion, CRM databases have been successful in targeting final consumers but have been of little help in targeting business customers.
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Q41: Integrated direct-response promotion has expanded beyond direct-mail
Q42: Communication often breaks down because the receiver's
Q43: In addition to mail, direct-response promotion may
Q44: Direct-response promotion targets groups instead of individuals.
Q45: For communication to be effective, there must
Q47: Direct-response promotion targets specific individuals who respond
Q48: In addition to mail, direct-response promotion may
Q49: Direct-response promotion usually relies on a customer
Q50: Achieving a measurable, direct response from specific
Q51: Most direct marketing communications are designed to
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