... a somewhat more intellectual and logical fashion as being an 'interactive system of marketing that uses one or more advertising media' to encourage a reaction from the customer, with the intention of subsequently forming the basis of a 'further developing on-going relationship' Direct Marketing can and does adopt an array of differing forms. Telesales/telemarketing and direct mail have traditionally been known as the most successful and established of methods of the Direct Marketing. But now Direct Marketing has grown with technological advances to now include new forms of communication channels such as e-mail and personalized web sites, where communication and promotions are custom-made to each potential customer on a one-by-one basis. Direct Marketing is not stimulated by new marketing insights or by any long-held beliefs that have been challenged. Most Direct Marketers have historically agreed, through a key and fundamental idea, that: Each customer's FULL profit potential cannot be fully realized ...

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