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Article: Direct marketing as strategy: a 20-year retrospective.

Article from:
Direct Marketing
Article date:
February 1, 1999
Author:
Copyright

Today, the successful marketers are those who use direct marketing as a strategic method of marketing and who also understand every direct marketing tactic and rule.

Twenty years ago, I had never heard the term "direct marketing," and candidly, never thought of it as a career. But in April 1978, only one month before my graduation from Fort Hays State University, in Hays, KS, I had the privilege of attending a Direct Marketing Collegiate Institute sponsored by the Direct Marketing Educational Foundation (DMEF).

It was a career-changing experience. My mind was opened after five days at the DMEF Collegiate Institute. Since then, the scope of direct ...

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