Book ChapterDOI
Direct Marketing Issues in Emerging Markets—Review and Proposition
Mahuya Adhikary,Atanu Adhikari +1 more
- pp 59-73
TLDR
In this article, the impact of direct marketing on consumer behavior in emerging markets is discussed, focusing on the degree to which customers accept direct communication as a substitute and complement of indirect communication for buying at a traditional store or an online platform.Abstract:
The advent of several traditional and non-traditional communications has prompted many manufacturers and retailers in emerging economies to redesign their traditional marketing channel structures by engaging in direct marketing routes. This chapter demonstrates the impact of direct marketing on consumer behaviour in emerging markets. We primarily illustrate how direct marketing affects the degree to which customers accept direct communication as a substitute and complement of indirect communication for buying at a traditional store or an online platform. In this chapter, we develop the related theory, a scholastic argument, and bring several propositions related to direct marketing effects in emerging economies.read more
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Posted Content
Marketing Communication Drivers of Adoption Timing of a New E-Service among Existing Customers
Remco Prins,Peter C. Verhoef +1 more
TL;DR: In this paper, the authors investigated the effects of direct and mass marketing communications on the adoption timing of a new e-service among existing customers, and found that service advertising shortens the time to adoption, even when it is initiated by competitors.
References
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Journal ArticleDOI
Developing Buyer-Seller Relationships:
TL;DR: For example, this paper pointed out that most of the research and too many of the marketing strategies treat buyer-seller exchange as a primary concern. But, they also pointed out, "too much research and practice have focused persistently on exchange between buyers and sellers".
Journal ArticleDOI
Relationship Quality in Services Selling: An Interpersonal Influence Perspective:
TL;DR: In this article, the authors describe the role of relationship manager as the quality of the relationship between the salesperson and the customer, which is defined as "the quality of a salesperson's relationship with the customer".
Journal ArticleDOI
Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration
TL;DR: In this paper, the authors investigate retailer-consumer relationships, and show that different relationship marketing tactics have a differential impact on consumer perceptions of a retailer's relationship investment, and demonstrate that perceived relationship investment affects relationship quality.
Journal ArticleDOI
The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions
TL;DR: In this article, the authors propose a comprehensive store choice model that includes three types of store environment cues (social, design, and ambient) as exogenous constructs, various store choice criteria (including shopping experience costs that heretofore have not been included in store choice models) as mediating constructs, and store patronage intentions as the endogenous construct.
Journal ArticleDOI
Return on Marketing: Using Customer Equity to Focus Marketing Strategy
TL;DR: In this article, the authors present a unified strategic framework that enables competing marketing strategy options to be traded off on the basis of projected financial return, which is operationalized as the change in a firm's customer equity relative to the incremental expenditure necessary to produce the change.