Direct Marketing: An International Journal: Volume 2 Issue 3


Table of contents

E‐tail constraints and tradeoffs

Charles F. Hofacker

The purpose of this paper is to reveal how mental models inherited from offline retailing have impeded both the theory and practice of online retailing, and to suggest…


Organisational behaviour associated with emotional contagion among direct selling members

Junaidah Hashim, Saodah Wok, Ruziah Ghazali

This paper aims to examine organisational behaviour as a result of emotional contagion experienced by selected members in direct selling companies. Specifically, it seeks…


Evaluation of cost per contact and cost per response in interactive and direct media planning: A Spanish case study

Pedro Reinares Lara, Jose Manuel Ponzoa

The aim of this study is to analyze over time the evolution of associated costs of direct marketing in Spain and offer operational conclusions for the optimization of…


A method for building new marketing channels: The case of “door‐to‐door” in dairy products

Matheus Alberto Cônsoli, Marcos Fava Neves

The aim is to describe the analysis conducted by a leading company in the dairy (yogurt and fermented milk) sector in Brazil regarding the decision to implement a…




Online date, start – end:

2007 – 2009

Copyright Holder:

Emerald Publishing Limited