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Direct Response
DIRECT-RESPONSE MARKETING COMMUNICATION
Key Players The DMC Process
The Key Players
Marketers
Agencies & Media Companies
Customers & Prospects
The DMC Process
THE PRIMARY MEDIA OF DMC
Direct Mail
Catalogs
Telemarketing
Direct-Response Advertising
The Internet & New Forms of Direct Response
DATABASES: THE FOUNDATION OF DMC
Databases Create a Circular Process
• Figure 16.3
Lists
DMC TRENDS & CHALLENGES
Integrated Direct MarketingGlobal Considerations in DMCAdvantages & Limitations of DMC
Integrated Direct Marketing
Global Considerations in DMC
Advantages & Limitationsof DMC