What is the difference between the one and two-step approaches to direct marketing? Give examples of companies

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What is the difference between the one and two-step approaches to direct marketing? Give examples of companies that pursue both methods.

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Advertising & Promotion An Integrated Marketing Communications Perspective

ISBN: 978-0070891302

5th Canadian Edition

Authors: Gerorge E.Belch, Micheal A.Belch, Micheal A.Guolla

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Question Posted: Mar 17, 2016 04:36 AM

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What is the difference between the one and two-step approaches to direct marketing? Give examples of companies

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In the onestep approach the direct marketer is trying to get a sale immediately upon exposure to the ...View the full answer

Advertising & Promotion An Integrated Marketing Communications Perspective

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