The ups and downs of today's direct marketing: Direct marketing is still a "fantastic channel," but needs a bit of its own rebranding.
Marketing in general, and direct marketing specifically, face their share of challenges—both in- and outside their companies. I recently had the chance to speak with Mona Goldstein, president of The Goldstein Group, about the difficulties and opportunities she's seeing in the industry. According to Goldstein, one burning internal issue is the need for some marketing departments to reorganize. “Many marketing departments were built for another age,” she said. “They need to make changes to align with what's happening in marketing today.”
