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Article
Publication date: 20 February 2018

Terry Daugherty and Andrew R. Thomas

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European Journal of Marketing, vol. 52 no. 1/2
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 3 April 2007

Andrew R. Thomas

The purpose of this paper is to make the case that the traditional mass marketing approach practiced for decades is no longer a viable one. By looking historically at how…

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11931

Abstract

Purpose

The purpose of this paper is to make the case that the traditional mass marketing approach practiced for decades is no longer a viable one. By looking historically at how mass marketing corrupted much of American business and alienated prospects and customers, the argument is made that it is time for a change.

Design/methodology/approach

Mass marketing has lead to downright hostility in the marketplace. With more than 3,000 messages thrown at them everyday, Americans spend far too much of their day waging war with the marketing department.

Findings

The outsourcing of high‐paying jobs from the US to low‐wage markets often has more to do with mass marketing in the domestic market than global forces. The abrogation of control of their sales and distribution functions by manufacturers in the name of bigger markets has lead to the creation of mega distributors like Wal‐Mart, Home Depot, and the US auto‐dealer network. This loss of control and the inability to influence what ultimately happens to their products – including the price they can command in the marketplace – has lead many manufacturers to chase the cheapest labor around the world as the only way to grow the bottom line.

Practical implications

For companies of all sizes, there exists the opportunity to cut through the noise and build relationships with their targeted micro‐market. The solution is direct marketing.

Originality/value

The conventional wisdom that more customers and more sales driven by mass marketing leads to profitability is simply not the case. This paper discusses how a direct marketing strategy provides the most effective way for companies build relationships with their best and most profitable customers.

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Direct Marketing: An International Journal, vol. 1 no. 1
Type: Research Article
ISSN: 1750-5933

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Article
Publication date: 12 June 2007

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145

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Direct Marketing: An International Journal, vol. 1 no. 2
Type: Research Article
ISSN: 1750-5933

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Article
Publication date: 1 January 2012

The aim is to review the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

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380

Abstract

Purpose

The aim is to review the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

For baseball fans, one of the modern legends that has enriched the sport was the success of the success of the Oakland Athletics team of the early 2000s. The team was one of the poorest, had little marquee talent, and yet through the genuinely radical, iconoclastic strategies adopted by the management team led by general manager Billy Beane it became on of the most successful teams of the decade.

Practical implications

The review provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Details

Strategic Direction, vol. 28 no. 1
Type: Research Article
ISSN: 0258-0543

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Article
Publication date: 1 March 2007

Bruce C. Sherony

The argument that the board of directors can be a helpful tool for entrepreneurships and small businesses derives from the rationale for using boards from both a macro and…

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1008

Abstract

The argument that the board of directors can be a helpful tool for entrepreneurships and small businesses derives from the rationale for using boards from both a macro and a micro perspective.Society depends on boards to provide overall checks and balances in the running of businesses.This could not be more evident from the role of the board in Enron’s collapse (U.S. Senate 2002).

The boardʼs value to the entrepreneur is found in the application of the micro perspective.Two sets of recommendations are developed to formulate an improved model of directorship actions and behaviors. First, duties and responsibilities of the board of directors are expanded to help guide entrepreneurs.Second, five unique behavior patterns are then proposed that can be particularly helpful in carrying out the duties and activities of the board for guiding entrepreneurial success.

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New England Journal of Entrepreneurship, vol. 10 no. 2
Type: Research Article
ISSN: 2574-8904

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Article
Publication date: 17 October 2016

Helen Ashton

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Reference Reviews, vol. 30 no. 8
Type: Research Article
ISSN: 0950-4125

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Article
Publication date: 1 March 1947

R.S. MORTIMER

It is now forty years since there appeared H. R. Plomer's first volume Dictionary of the booksellers and printers who were at work in England, Scotland and Ireland from

Abstract

It is now forty years since there appeared H. R. Plomer's first volume Dictionary of the booksellers and printers who were at work in England, Scotland and Ireland from 1641 to 1667. This has been followed by additional Bibliographical Society publications covering similarly the years up to 1775. From the short sketches given in this series, indicating changes of imprint and type of work undertaken, scholars working with English books issued before the closing years of the eighteenth century have had great assistance in dating the undated and in determining the colour and calibre of any work before it is consulted.

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Journal of Documentation, vol. 3 no. 2
Type: Research Article
ISSN: 0022-0418

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Article
Publication date: 1 May 1983

In the last four years, since Volume I of this Bibliography first appeared, there has been an explosion of literature in all the main functional areas of business. This…

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13003

Abstract

In the last four years, since Volume I of this Bibliography first appeared, there has been an explosion of literature in all the main functional areas of business. This wealth of material poses problems for the researcher in management studies — and, of course, for the librarian: uncovering what has been written in any one area is not an easy task. This volume aims to help the librarian and the researcher overcome some of the immediate problems of identification of material. It is an annotated bibliography of management, drawing on the wide variety of literature produced by MCB University Press. Over the last four years, MCB University Press has produced an extensive range of books and serial publications covering most of the established and many of the developing areas of management. This volume, in conjunction with Volume I, provides a guide to all the material published so far.

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Management Decision, vol. 21 no. 5
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 1 January 1954

Aarhus Kommunes Biblioteker (Teknisk Bibliotek), Ingerslevs Plads 7, Aarhus, Denmark. Representative: V. NEDERGAARD PEDERSEN (Librarian).

Abstract

Aarhus Kommunes Biblioteker (Teknisk Bibliotek), Ingerslevs Plads 7, Aarhus, Denmark. Representative: V. NEDERGAARD PEDERSEN (Librarian).

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Aslib Proceedings, vol. 6 no. 1
Type: Research Article
ISSN: 0001-253X

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Article
Publication date: 1 February 1909

THE following abstract in tabular form has been prepared by some junior members of the Islington Public Libraries staff for the use of candidates in Section V. of the…

Abstract

THE following abstract in tabular form has been prepared by some junior members of the Islington Public Libraries staff for the use of candidates in Section V. of the Library Association Examination. It does not pretend to do more than set out the chief provisions of the various Public Libraries Acts in a clear manner, as an aid to the memorization of the principal powers and duties conferred upon library authorities. The whole of the Acts can be purchased through any bookseller for 1s. 4½d., and every student of librarianship is advised to procure them.

Details

New Library World, vol. 11 no. 8
Type: Research Article
ISSN: 0307-4803

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