... , but not to the exclusion of other communication methods. Direct marketing is often used as part of integrated customer relationship management (CRM) programmes, which we discuss in the next chapter. CRM programmes are by their nature long term and strategic in nature. 2.2 Definition of direct marketing Direct marketing is broadly defined as any direct communication to a consumer or business ... by the interactive use of the telephone (Roncoroni 1986) The American Telephone and Telegraph Company (AT&T) define it as: The marketing of telecommunications technology and direct marketing tech...

• Word Count: 7912
• Approx Pages: 32
• Grade Level: Undergraduate

... , but not to the exclusion of other communication methods. Direct marketing is often used as part of integrated customer relationship management (CRM) programmes, which we discuss in the next chapter. CRM programmes are by their nature long term and strategic in nature. 2.2 Definition of direct marketing Direct marketing is broadly defined as any direct communication to a consumer or business ... by the interactive use of the telephone (Roncoroni 1986) The American Telephone and Telegraph Company (AT&T) define it as: The marketing of telecommunications technology and direct marketing tech...

• Word Count: 7912
• Approx Pages: 32
• Grade Level: Undergraduate

... , but not to the exclusion of other communication methods. Direct marketing is often used as part of integrated customer relationship management (CRM) programmes, which we discuss in the next chapter. CRM programmes are by their nature long term and strategic in nature. 2.2 Definition of direct marketing Direct marketing is broadly defined as any direct communication to a consumer or business ... by the interactive use of the telephone (Roncoroni 1986) The American Telephone and Telegraph Company (AT&T) define it as: The marketing of telecommunications technology and direct marketing tech...

• Word Count: 7912
• Approx Pages: 32
• Grade Level: Undergraduate

... , but not to the exclusion of other communication methods. Direct marketing is often used as part of integrated customer relationship management (CRM) programmes, which we discuss in the next chapter. CRM programmes are by their nature long term and strategic in nature. 2.2 Definition of direct marketing Direct marketing is broadly defined as any direct communication to a consumer or business ... by the interactive use of the telephone (Roncoroni 1986) The American Telephone and Telegraph Company (AT&T) define it as: The marketing of telecommunications technology and direct marketing tech...

• Word Count: 7912
• Approx Pages: 32
• Grade Level: Undergraduate

... , but not to the exclusion of other communication methods. Direct marketing is often used as part of integrated customer relationship management (CRM) programmes, which we discuss in the next chapter. CRM programmes are by their nature long term and strategic in nature. 2.2 Definition of direct marketing Direct marketing is broadly defined as any direct communication to a consumer or business ... by the interactive use of the telephone (Roncoroni 1986) The American Telephone and Telegraph Company (AT&T) define it as: The marketing of telecommunications technology and direct marketing tech...

• Word Count: 7912
• Approx Pages: 32
• Grade Level: Undergraduate

... , but not to the exclusion of other communication methods. Direct marketing is often used as part of integrated customer relationship management (CRM) programmes, which we discuss in the next chapter. CRM programmes are by their nature long term and strategic in nature. 2.2 Definition of direct marketing Direct marketing is broadly defined as any direct communication to a consumer or business ... by the interactive use of the telephone (Roncoroni 1986) The American Telephone and Telegraph Company (AT&T) define it as: The marketing of telecommunications technology and direct marketing tech...

• Word Count: 7912
• Approx Pages: 32
• Grade Level: Undergraduate

... , but not to the exclusion of other communication methods. Direct marketing is often used as part of integrated customer relationship management (CRM) programmes, which we discuss in the next chapter. CRM programmes are by their nature long term and strategic in nature. 2.2 Definition of direct marketing Direct marketing is broadly defined as any direct communication to a consumer or business ... by the interactive use of the telephone (Roncoroni 1986) The American Telephone and Telegraph Company (AT&T) define it as: The marketing of telecommunications technology and direct marketing tech...

• Word Count: 7708
• Approx Pages: 31
• Grade Level: Undergraduate