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Today's consumers want products, services and information tailored to their specific interests, circumstances and needs. Marketers need to balance the cost-benefits achieved through large-scale processes with those achieved only by customized or personalized communications.
• New communication channels. While broadcast television and the U.S. postal service remain marketing staples, they've been augmented, if not replaced, by new modes of communication. Today's consumers may tune out national TV or radio stations in favor of more focused programming available only through satellite or cable stations...
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