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Article: DMA PREZ SEES BRIGHT SIDE OF TOUGH ECONOMY; Says companies can get more bang for buck with direct marketing.(News)(Direct Marketing Association)
- Article from:
- Advertising Age
- Article date:
- October 13, 2008
- Author:
CopyrightCOPYRIGHT 2008 Crain Communications, Inc. 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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Byline: MICHAEL BUSH
When the Direct Marketing Association kicks off its annual fall conference today in Las Vegas, it will do so under a cloud of economic uncertainty. This will be John Greco's fifth show as president and CEO of the DMA, and he knows the economic crisis, along with the election, will be the current beneath every conversation, session and keynote speech in the next three days.
And he's fine with that. In his eyes, it will give marketers in attendance the chance to see the value and return on investment direct marketing can deliver in a time of tightening budgets and diminished consumer spending. The need for more customer data and ...