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1 – 10 of over 204000
Article
Publication date: 1 February 1998

Peter Gardiner and Sarah Quinton

Increasing competitiveness in the marketplace has led to pressure being applied to brands and past poor brand management in the 1980s saw brands suffering under short‐term…

6002

Abstract

Increasing competitiveness in the marketplace has led to pressure being applied to brands and past poor brand management in the 1980s saw brands suffering under short‐term, profitability‐based aims. The need for stability throughout the commercial environment in the 1990s has led to the longer‐term view now being adopted by marketing practitioners. This paper will highlight how direct marketing can be employed as a strategic marketing management tool to build a brand through the establishment of a mutually beneficial relationship. In this paper the authors will demonstrate the important role that direct marketing can play in establishing and building a brand through the in‐depth analysis of a single case study within the business‐to‐business arena. By using the case study approach the authors will combine relevant theory and practice to illustrate the potential of direct marketing in brand building.

Details

Marketing Intelligence & Planning, vol. 16 no. 1
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 1 September 1997

Richard A. Feinberg and Mary Ann Eastlick

Direct marketing should be a more dominant form of retailing in the USA. However, it is not because so much friction occurs for consumers throughout the direct marketing channel…

3187

Abstract

Direct marketing should be a more dominant form of retailing in the USA. However, it is not because so much friction occurs for consumers throughout the direct marketing channel that consumers view direct purchase as a last resort rather than the preferred method. Summarizes the three mistakes of direct marketing and outlines its six amazing opportunities. The opportunities and future of direct marketing are sharply etched by the correspondence of emerging consumer and technology trends with strengths of the direct marketing process and paradigm.

Details

International Journal of Retail & Distribution Management, vol. 25 no. 8
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 17 October 2008

Sally Harridge‐March

The purpose of this paper is to discuss the complementary effect of relationship marketing and direct marketing and outline the foundations of direct marketing that can be…

12566

Abstract

Purpose

The purpose of this paper is to discuss the complementary effect of relationship marketing and direct marketing and outline the foundations of direct marketing that can be enhanced by relationship marketing principles.

Design/methodology/approach

This is a personal viewpoint based on many years of working in, teaching and research of direct and relationship marketing.

Findings

The paper finds that both disciplines of direct marketing and relationship marketing have something of value to the other. The combination of the two strategies can only be of value and benefit to both customers and organisations.

Originality/value

The value of this paper is that it outlines the symbiotic strength of direct marketing and relationship marketing that allows contemporary marketers to utilise the best of both disciplines to establish and maintain strong relationships with their customers

Details

Direct Marketing: An International Journal, vol. 2 no. 4
Type: Research Article
ISSN: 1750-5933

Keywords

Article
Publication date: 1 April 2000

Pradeep K. Korgaonkar, Eric J. Karson and Daulatram Lund

Investigates the purchase behavior, attitudes, and beliefs of Hispanic consumers toward direct marketing advertising. As both direct marketing advertising (DMA) and the size of…

5459

Abstract

Investigates the purchase behavior, attitudes, and beliefs of Hispanic consumers toward direct marketing advertising. As both direct marketing advertising (DMA) and the size of the Hispanic market have grown remarkably, it is surprising how little published research exists documenting DMA’s evaluation by this large and growing ethnic market. Also seeks to understand the differences, if any, between assimilated and less assimilated Hispanics. Implications for advertisers are discussed.

Details

Journal of Consumer Marketing, vol. 17 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 1 April 2003

Mark J. Arnold and Shelley R. Tapp

Direct marketing is seeing growing acceptance among non‐profit services as a means to reach audiences, raise revenues, and foster long‐term relationships with customers. However…

6064

Abstract

Direct marketing is seeing growing acceptance among non‐profit services as a means to reach audiences, raise revenues, and foster long‐term relationships with customers. However, academic research has lagged in investigating the influences on the extent to which these organizations implement direct marketing, and subsequent effects on performance outcomes associated with such marketing activities. This research investigates the case of non‐profit arts organizations. The results show that organizational formalization, external integration, total marketing effort, and managerial self‐confidence influence the direct marketing techniques implemented by the firm. The model also shows that sales and fund‐raising revenues are driven primarily by total marketing effort, while the percentage of total revenue derived from season‐ticket subscriptions is driven by the breadth and uniqueness of the direct marketing techniques implemented by the organization.

Details

Journal of Services Marketing, vol. 17 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 1 March 2001

Martin Evans, Maurice Patterson and Lisa O’Malley

The need to explore consumer reactions to any form of marketing is central to the marketing concept and this paper reports part of an industry‐funded project to investigate how…

5192

Abstract

The need to explore consumer reactions to any form of marketing is central to the marketing concept and this paper reports part of an industry‐funded project to investigate how consumers interact with direct marketing. The programme was qualitative, based on both individual depth interviews and group discussions. A theme of “paradox” emerged from the research in a variety of ways. Consumers generally take a pragmatic view of marketing activity, but at the same time they are sceptical of much direct marketing. The research identifies consumers’ key concerns with direct marketing as: privacy, control and relevance. The resulting “gaps” between direct marketing practice and consumer expectations and desires produce clearer areas for the direct marketer to address.

Details

Qualitative Market Research: An International Journal, vol. 4 no. 1
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 3 April 2007

Timothy J. Wilkinson, Anna McAlister and Scott Widmier

The purpose of this paper is to offer an assessment of the international direct marketing environment.

15419

Abstract

Purpose

The purpose of this paper is to offer an assessment of the international direct marketing environment.

Design/methodology/approach

This paper uses political, economic, social, and technological (PEST) analysis to investigate the business environment of international direct marketing. This framework is commonly used as a way of assessing the context of international marketing.

Findings

Globalization, technological innovation, and the spread of free‐market governance have created new and interesting opportunities for managers who decide to use direct marketing to sell their products overseas.

Practical implications

For managers considering international direct marketing, a careful assessment of market prospects and a thoughtful evaluation of the PEST environment should maximize potential opportunities while minimizing the risks associated with foreign markets.

Originality/value

This paper provides an overview of the international direct marketing environment and can, therefore, be used by practioners in their efforts to shapes direct marketing strategy.

Details

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

Keywords

Article
Publication date: 1 March 1996

Ramesh T. Iyer and John S. Hill

International direct marketing has been around a long time in both the USA and western Europe. Yet both industries have evolved under different sets of circumstances. This…

4381

Abstract

International direct marketing has been around a long time in both the USA and western Europe. Yet both industries have evolved under different sets of circumstances. This 140‐company examination of US‐European international direct marketing strategies shows that US strategies seem to be affected by their relative geographic isolation, and tend towards standardization of foreign marketing mixes. European companies are generally more experienced international direct marketers and tend to be frequent adapters of non‐product elements of the marketing mix.

Details

European Journal of Marketing, vol. 30 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 12 June 2007

Michael L. Mallin and Todd A. Finkle

To assist the social entrepreneur with direct marketing decision, the authors examine the relationship between the risks and costs associated with direct marketing for non‐profit…

5134

Abstract

Purpose

To assist the social entrepreneur with direct marketing decision, the authors examine the relationship between the risks and costs associated with direct marketing for non‐profit organizations. This is done by developing and presenting a framework centered on two uncertainty factors – the cost to implement a direct marketing solution and control over (e.g. ability to manage) resources. A transaction cost analysis (economic) argument is used to rationalize the importance for entrepreneurs to effectively manage these two uncertainty factors when implementing a direct marketing program. This is illustrated using a perceptual mapping of each direct marketing channel relative to the two uncertainty dimensions.

Design/methodology/approach

The paper is organized by first presenting a brief description of each direct marketing strategy relative to its use by entrepreneurs in a non‐profit business environment. These strategies include: online, direct mail, catalogue, direct response, telephone marketing, and personal selling. Each strategy is then compared via their placement on a perceptual map using the two uncertainty dimensions: cost of implementation and control over direct marketing resources.

Findings

With the increasing prevalence of social entrepreneurship where the goal is to maximize returns given limited resources, this framework can become a critical tool to help nonprofit business owners first assess and then reduce the risks and uncertainties of their direct marketing strategies.

Originality/value

The conceptual framework presented is the one of few that addresses the issue of risk management among direct marketing strategies in social entrepreneurship. This can provide the basis for further research in this area to empirically validate and operationalized this framework.

Details

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

Keywords

Article
Publication date: 1 April 1995

Martin Fojt

This special “Anbar Abstracts” issue of the Journal of Business & Industrial Marketing is split into seven sections covering abstracts under the following headings: Marketing

12471

Abstract

This special “Anbar Abstracts” issue of the Journal of Business & Industrial Marketing is split into seven sections covering abstracts under the following headings: Marketing strategy; Customer service; Sales management; Promotion; Product management; Marketing research/customer behavior; Sundry.

Details

Journal of Business & Industrial Marketing, vol. 10 no. 4
Type: Research Article
ISSN: 0885-8624

1 – 10 of over 204000