171 questions answered

1. What is my most intelligent business objective?

Where and how can direct marketing contribute to its achievement?

Never forget that the aim of business is not just to make an immediate profit, but to get more customers and keep them longer.

Research by Ehrenberg et al. shows that in highly competitive markets the more customers you have, the stronger your brand – that is, the more they are willing to pay and the less likely they are to drift away.

Moreover, the longer you keep them, the better you will do; and how you well you serve them will determine how much longer you keep them.