These examples demonstrate the power of direct marketing

Cohen, William A.
February 1984
Marketing News;2/17/1984, Vol. 18 Issue 4, p22
Trade Publication
This article discusses how direct marketing can be used to build additional sales for any business. In comparison to cold calls, direct mail can set up hot calls in which the prospects interest has been aroused before a personal call is made. Cold calling also brings in the business, but it is time consuming and expensive. Cooperative mailings greatly reduce the cost of offering a product through the mail because they carry promotional material from many advertisers. Direct mails can also be used to sell product through larger mail order houses.


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