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Management article
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Reference no. C9903B
Published by: Harvard Business Publishing
Published in: "Harvard Management Communication Letter", 1999
Length: 3 pages

Abstract

Practitioners call it direct mail (DM). The rest of us call it junk, or worse. If you have ever given the medium a second thought--and we believe that you soon may have to--you have probably found yourself wondering why direct-mail marketers are so foolish. For managers, knowing the answers to direct-mail related questions is critical.

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Abstract

Practitioners call it direct mail (DM). The rest of us call it junk, or worse. If you have ever given the medium a second thought--and we believe that you soon may have to--you have probably found yourself wondering why direct-mail marketers are so foolish. For managers, knowing the answers to direct-mail related questions is critical.

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