The acceleration of interest in direct marketing in the 1980s is largely due to its legitimization via increased use by the world's leading marketers. This article outlines the fundamental aim of marketing strategy as the development and maintenance of long-range competitive advantage. To this end, key missions for direct marketing include: (1) selling efficiency and control, (2) market access, and (3) relationship management by exchange parties. Specific direct marketing activities are brought into focus by the strategic framework.
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