1. Retailers have never been so adept at meeting customers’ needs as they are now. If this is so, then why is direct marketing growing so fast? 2. Explain how direct marketing can help a company...

1. Retailers have never been so adept at meeting customers’ needs as they are now. If this is so, then why is direct marketing growing so fast?

2. Explain how direct marketing can help a company develop sustainable competitive advan‑ tage. What are the keys to success?