Journal ArticleDOI
Building company loyalty and retention through direct marketing
Reads0
Chats0
TLDR
Direct marketing traditionally has been regarded as a powerful tool for attracting new customers as discussed by the authors, but more and more companies are recognizing that it also can be extremely effective in retaining existing customers, winning their loyalty, and generating additional sales.Abstract:
Direct marketing traditionally has been regarded as a powerful tool for attracting new customers. Today more and more companies are recognizing that it also can be extremely effective in retaining existing customers, winning their loyalty, and generating additional sales.read more
Citations
More filters
Journal ArticleDOI
The influence of MLM companies and agent attributes on the willingness to undertake multilevel marketing as a career option among youth
Joyce Koe Hwee Nga,Soo Wai Mun +1 more
TL;DR: In this article, the influence of perception of MLM companies and agent attributes on the willingness to undertake MLM as a career among youth was investigated, and the sample of this study comprised 218 participants.
Journal ArticleDOI
Evaluation of cost per contact and cost per response in interactive and direct media planning: A Spanish case study
TL;DR: In this paper, the authors analyzed and compared the relationship between advertising messages sent through direct mail, electronic mail, telemarketing and short cell phone messages (SMS), over five years.
Journal ArticleDOI
Linking Market Orientation To Strategy Through Segmentation Complexity
TL;DR: In this article, the authors introduce segmentation complexity as a key mediator between market orientation (i.e., customer orientation and competitor orientation) and the strategies of differentiation, cost leadership, and innovation.
Journal ArticleDOI
Developing a research orientation to improve direct mail decisions
Charles Patti,Steven W. Hartley +1 more
TL;DR: In this article, the authors use the results of a 6-month case study to illustrate the gap between industry guidelines and practice and recommend a research orientation to decision making within a problem-solving framework of buyer behavior.