They can't fault our resilience

December 2004
Precision Marketing;12/17/2004, Vol. 17 Issue 9, p13
This article focuses on the prospects of direct marketing in Great Britain as predicted by the periodical "Precision Marketing." The DMA (UK)'s response has been to launch a three-year "road map to put consumer opinion at the heart of its attempts to rebuild confidence, while the IPA's Direct Charter aims to bring direct agencies and their clients, in line. The fact remains, however, that direct marketing needs a spindoctor--someone who is highly skilled at turning a negative into a positive.


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