*DMB Conference: Reach Prospects With PRM

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CHICAGO - "Marketing is dead. Thank God," Jerry Shereshewsky of Yahoo proclaimed while speaking at the Direct Marketing to Business show here yesterday. He was referring to marketing's evolution into a more personal, direct and real-time relationship at a lower cost because of the Net. Shereshewsky introduced the term "PRM" - prospect relationship management, saying the Internet has provided marketers with the opportunity to reach out more effectively to this group and establish a relationship with them that will help turn them from prospects into customers. "It only took four years for [the Internet] to have a major effect [and] make its way into the majority of people's everyday lives compared to the 30 years that TV and the telephone took," he said.

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