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DMA shapes up for future challenges

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Abstract:

In this paper we explain the changes that have taken place at the Direct Marketing Association (DMA) and how they will help the DMA fulfill its strategic remit. The paper reviews the structural changes that have been made to both the governance structure and management structure. It outlines the core remit of the DMA and discusses how the new structures will impact successful outcomes. It also outlines the leadership DMA takes with government to preserve commercial freedoms, and discusses some key initiatives on the environment, data security and mobile marketing that will be cornerstone activities in 2010 and beyond.

Document Type: Research Article

DOI: https://doi.org/10.1057/dddmp.2009.41

Publication date: 2010-01-01

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