Rhonda Drake

By Hallie Mummert World-class direct marketing doesn't happen by accident or overnight. Companies known for their excellence in one area of business—think L.L. Bean and customer service, Amazon.com and ease of use, The Sharper Image and merchandising strategy—spend years and buckets of money developing processes and technologies to advance their performance levels. Of course, a large company can afford the investment high-level operations require. While medium- and small-size companies don't have deep enough pockets to compete with large companies inch for inch, they are not barred from tailoring best practices to fit the size and scope of

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