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DATA FOCUS: Marketing through the credit crunch

Three key examples of what B2B companies should be doing to use data to their advantage in a period of economic strife

Watching the news recently, you'd be forgiven for thinking the credit crunch is responsible for everything from global warming to the price increase on alcohol. And it would appear that marketing hasn't been immune to the chill either. According to reports, the impact of the global credit crunch on the financial services sector is set to hit UK direct marketing activity in general, and direct mail in particular, with predictions of falling volumes.