Database marketing is based on two criteria: (1) the existence, availability, and use of pertinent information on which you can base your marketing decisions and (2) the modification of that marketing effort as new data become available.
Database direct marketing involves exactly the same things. Its only difference is in the way it sells—directly rather than through others. For example, a mailing that urges you to buy by mail and makes it practical to do so is a basic part of mail-order direct marketing. Exactly the same mailing that urges you to make the purchase in a retail outlet is mail advertising. Quite a bit more than nomenclature is involved in this difference.
Marketing concerns itself with "the four p's,"—product, price, place (distribution), and promotion, explained in more detail starting on page 112. In direct response, what we normally think of as promotion is actually sales—our advertisement and method of selling are one and the same. Promotion, therefore, is best budgeted and utilized for research to find better ways to make sales work. The distinction is arbitrary, but of value in (1) selling the absolute need for advertising to management and (2) keeping the research budget from skewing ultimate sales costs.
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