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...Chapter managing personal communication direct and interactive marketing news from mouth to sales nama fakhrah amir nim is the use of channels consumers reach deliver goods services customers without intermediaries that can be used mail catalog telemarketing tv stall website mobile equipment benefits potential at right time read by who have prospects allows marketers test alternative media messages find most cost effective approach making offers strategies less visible competitors measure responses campaigns example land s end succeeds as a clothing manufacturer on internet mainly because it displays virtual d model try clothes before ordering well known medium target market selectivity adapted intended consumer flexible early testing response measurement one biggest users financial industry...