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ABCs of Direct Mail

Resource for checking how well your direct-marketing operation is functioning.

By Susan Greco | 
 

You only have to check this morning's mail to know that much of corporate direct marketing is ill-conceived. What about your own company? Are you an accidental direct marketer, or is your effort a well-planned part of your overall marketing strategy? To see how you stack up, take the quiz presented in the 20-page booklet "A, B, C, D Direct Marketing Checklist" ($5; to order call 603-926-4477), by Tracy Emerick, coauthor of Business to Business Direct Marketing (Direct Marketing Publishers, Yardley, Pa., $79). By using the booklet's series of checklists, you can rank how well your direct-marketing operation functions with other areas of the company, like field sales. The checklists also provide guides for improvements. -- Susan Greco

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