Marketing directo: La distribución en busca del cliente

Distribución y consumo nº 2
Febrero - marzo 1992

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En el presente trabajo se pretende describir los principales métodos de marketing directo, que como herramienta de apoyo a la gestión del marketing en unos casos y como alternativa estratégica a otros canales de comercialización en otros, se presenta como un medio eficaz para acceder al mercado de forma personalizada y logrando niveles de fidelización de la clientela muy elevados.

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