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Essential Law for Marketers by Ardi Kolah

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6

Direct marketing and direct selling

In this chapter

•  Data Protection Act 1998

•  Conducting an internal audit to ensure compliance with the DPA 1998

•  E-mail marketing

•  Proximity and m-marketing

•  Distance selling

•  Future reform of data protection regulation in the EU

Introduction

Research over the last decade shows that direct marketing and direct selling have an important role to play in achieving customer retention as well as driving customer lifetime value (CLV) and customer equity within a business.

For a detailed discussion on ...

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