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A few words of caution: We may speak the same language, but we are different in terms of attitude, spending patterns and behavior. The direct marketing infrastructure is well developed but not as sophisticated as the U.S. market. For example, the list market lags behind the United States, but this is changing rapidly as more mail-order lists come onto the market and as U.S. companies buy U.K. list companies. The fulfillment industry has been the slowest to keep up with the growth, but there are now some excellent, professional operations that have developed workable e-commerce interfaces.
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