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Brand management

A call to action is too important to overheat

Twenty years ago as an undergraduate, I found myself being taken along to a rather strange church, run out of the front of a converted shop. The Gospel Hall was a small congregation of seven or eight people, plus a few assorted students. The preacher got up to speak and part-way through his sermon turned […]

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Marketing strategy

How direct marketing works

What direct marketing means Direct marketing is any marketing where you have a list of contacts and write directly to them. Traditionally, it tended to refer to direct mail – that is to say letters send through the post to a database. It began with the adoption of mainframe computers after the Second World War and […]