Over time, this column has noted the developments in marketing practice and technology that are evolutionary steps in advancing the profession. Repeatedly, new techniques and revelations that promise to revolutionize marketing, fail if they ignore marketing wisdom. Veteran marketers will probably remember the sage advice that our professors gave us. Namely, make it easy for the customer to act. In practice, baby steps are usually more effective than more complicated procedures. In short, the wisdom maintains that the simpler the required response; the more likely the response.
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