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wider, deeper and profound contribution to the development of the direct marketing sector over many years, and his role in the creation of the IDM. Along with Derek Holder, Robin has in so many ways helped bring professionalism to a sector of marketing that for many years was much derided by consumers, and often treated by many marketing managers as ' second class ' -the split into ' above ' and ' below ' (where direct marketing lies) the line commonly attributed to different channels implyingdoi:10.1057/dddmp.2012.24 fatcat:eggfxcp2draelgiixuhfbjzveq