Is There a Better Holistic Approach to Justifying Marketing Spend?
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She wasn't allowed to account for direct sales of a repeat customer. As a cataloger for many years, I had to continually prove the worthiness of the mail piece after e-commerce emerged, as if all sales being driven online had nothing to do with the million catalogs in the mail. We know that a business whose housefile was built via mail wouldn't be able to survive without some sort of printed piece landing in customers’ mailboxes. The question is how many and how does a marketing department completely justify it.
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Danielle Savin
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