homes receive home shopping programs, and home channel purchases are projected to reach $15.6 billion by 20068
• Miscellaneous factors. A number of other factors have contributed to the increased effectiveness of direct marketing, including changing values, more sophisticated marketing techniques, and the industry's improved image. These factors will also ensure the success of direct marketing in the future. The variety of companies employing direct marketing demonstrates its potential.
While some organizations rely on direct marketing solely to generate consumer response, in many others direct marketing is an integral part of the IMC program. They use direct marketing to achieve other than sales goals and integrate it with other program elements. We first examine the role of direct marketing in the IMC program and then consider its more traditional role.
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