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    Marketing Management Study Set 7
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    Exam 22: Managing Personal Communications: Direct and Database Marketing and Personal Selling
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    Most Direct Marketers Apply the RFM Formula to Select Customers
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Most Direct Marketers Apply the RFM Formula to Select Customers

Question 19

Question 19

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Most direct marketers apply the RFM formula to select customers. Explain this formula and how it is used to select customers.

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