5. New media, including the Internet, e-mail, and mobile telephones, are predicted to revolutionize ad spending, because
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5. New media, including the Internet, e-mail, and mobile telephones, are predicted to revolutionize ad spending, because their results—like those for direct marketing programs—can often be directly measured.
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Related Book For 
Marketing Management A Strategic Decision Making Approach
ISBN: 9780073381169
7th Edition
Authors: John Mullins, Orville Walker, Harper Boyd, Jr.
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