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BtoB

Sprint boosts marketing results with direct approach

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Edison, N.J.--Sprint Corp. improved the return on investment of its direct marketing campaigns dramatically by investing almost all of its mass-marketing budget into precision marketing programs enabled by customer relationship management technology, according to Fujitsu Consulting. Its direct marketing ROI jumped from 65% to 300%, said Fujitsu, which surveyed 45 telecommunications companies in a study released Tuesday.
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