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The purpose of this article is to describe why direct marketing offers academics the opportunity to do research on topics of interest to both direct marketers and the academic marketing community. The areas to be covered are: (1) How Direct Marketing Works, (2) Data Availability, (3) Why Direct Marketing Offers Academics a Potential Area of Research, (4) Areas Needing Research, and (5) How to Work with Direct Marketers.
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Robert C. Blattberg (1987) studied this question.
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