term1 Definition1term2 Definition2term3 Definition3
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Origin
Gutenberg
large quantities
"Direct" marketing
Leser Wunderbar
telephone
sophisticated
trace
Definition
salesperson/retail outlet
database usage
consumer reactions
interactive marketing system
Definition (cont)
interactive process
2 way com
IMPLEMENTED through media
personal + refine relationships
product/service
immediate action
subtle strategies
Two primary objectives of direct marketing
direct/instantaneous response
purchases
data response
maintain/enhance
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