Abstract
Are you in any doubt that direct marketing is growing in popularity? Judging by your own in-tray each morning — probably not. The average busy executive receives in excess of 60 items of mail per day (including the electronic variety). In the 1970’s direct marketing in the business to business field meant little more than catalogues and mail order. Today British businesses send a staggering 760 million pieces of direct mail per year, accounting for 32 percent of all British direct mail. (Sorry rest of the world, no figures were available at the time of going to press.) So why is this? What has fuelled this new love affair with the mail, and should you be joining the bandwagon?
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