Correspondence: Robert Whitton, Research & Engineering Council of NAPL PO Box 284, Ridgefield, CT 06877, USA. Tel: +1 203 438 0810; Fax: +1 203 431 3719; E-mail: BWhitton@napl.org

¹is Managing Director of the Research & Engineering Council of NAPL, a national association of leading companies in US graphic communications, as well as Principal of Arellton Group, LLC, where he consults in the area of operations and supply chain management for clients in printing, publishing and direct marketing. He is a member of the Marketing Technology Council of the Direct Marketing Association.

Received 30 October 2008.

Abstract

This paper reviews the development of cross-media tools and techniques for direct marketers, with a healthy mix of personalised website, e-mail and print outreach to customers and prospects. By examining new and emerging approaches to customer messaging and marketing — illustrated through the narratives of active, current practitioners — the paper introduces an infrastructure and resources model for executing successful integrated marketing campaigns.