3. Is there any place for direct marketing within Esther's marketing plan? Justify your answer. If you believe direct marketing should be planned for, what type(s) do you recommend, and why? Assume for a moment that you are Esther Ferre at IBM. Consider the nature of her business-its products and solu- tions and the markets in which she competes for business. In developing her marketing plan, she must be very careful to use the elements of the marketing communication mix (1) in an integrated way so that she communicates a consis- tent message and (2) in a way that represents the best investment of promotional dollars that will give her the greatest returns.