The combination of unlimited choice and the ability to find anything and everything quickly has shifted the power from direct marketers to their customers. Google, Yahoo!, shopping comparison sites and peer reviews have all played a part in making this change happen.
So the question now is: How will DMers respond to a process that’s controlled by their customers?
On any given day in the United States there are almost 2 billion Web site visits, 200 million inbound calls and 600 million retail visits
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