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Heckman, James
November 1999
Marketing News;11/22/99, Vol. 33 Issue 24, p24
Trade Publication
The article discusses the need for a diverse media campaign for marketers to reach audience. Business-to-business sales have grown rapidly in the past few years, but in the next few the Internet will be where all the action is. Part of the success that direct marketers are finding online already is due to the fact that Internet sales are not much different from what they already were doing. Direct marketers have sophisticated order-taking systems in place, efficient fulfillment of those orders and customer service systems that allow them to conduct business without extensive face-to-face contact.


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