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Article: Encyclopaedia Britannica sets up direct team.(direct marketing )(Brief Article)
- Article from:
- Precision Marketing
- Article date:
- May 23, 2003
- Author:
CopyrightCOPYRIGHT 2003 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Encyclopaedia Britannica has created its first dedicated direct marketing team to develop a major offensive for the 2003 volume, more than 200 years after it was first published.
The future of the 32-volume collection has been in doubt for the past five years following the e-publishing boom of the Nineties. Sales of the print version plummeted, leading to the 400-strong in-house sales team being axed in 1997.
Meanwhile demand for the encyclopedia on ...
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