Further reading

Chaffey, D. (2GG3) Total E-mail Marketing. Butterworth Heinemann, Elsevier, Oxford. A detailed, practical guide to permission-based e-mail marketing.

Peppers, D., Rogers, M. and Dorf, B. (1999) Is your company ready for one-to-one marketing? Harvard Business Review, January-February, 3-12. A fairly detailed summary of the IDIC approach.

Reichheld, F. and Schefter, P. (2GGG) E-loyalty, your secret weapon, Harvard Business Review, July-August, 1G5-13. An excellent review of the importance of achieving online loyalty and approaches to achieving it.

Tapp, A. (2GG5) Principles of Direct and Database Marketing, 3rd edn. Financial Times/Prentice Hall, Harlow. A well-structured guide to best practice in direct and interactive marketing.

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Advertising With Circulars

Co-op Mailing means that two or more businesses share in the cost and distribution of a direct mail campaign. It's kind of like having you and another non-competing business split the cost of printing, assembling and mailing an advertising flyer to a shared same market base.

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