The effects of direct marketing techniqu
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Mark J. Arnold; Shelley R. Tapp
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Article
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2001
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John Wiley and Sons
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English
β 282 KB
π 2 views
Prior research has affirmed the importance of direct marketing in various nonprofit industries, yet little guidance has been offered as to selection of those direct marketing methods that have significant effects on actual performance. This research investigates the effects of direct marketing on mu