search query: @author Morganosky, M. A. / total: 1
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| Author: | Morganosky, M. A. Fernie, J. |
| Title: | Mail order direct marketing in the United States and the United Kingdom: Responses to changing market conditions |
| Journal: | Journal of Business Research
1999 : JUL, VOL. 45:3, p. 275-279 |
| Index terms: | Direct selling Mail order selling Competitive advantage USA United Kingdom Europe |
| Language: | eng |
| Abstract: | Although mail order accounts for a fairly similar percent of retail sales in both the U.S. and the U.K., the evolution and development of mail order is different in each market. The study shows how the U.S. market has become highly fragmented and how mail order companies have gained competitive advantage through positioning their offerings at better quality and higher pricing points. Conversely, mail order direct marketing in the U.K. continues to be dominated by a small number of large companies promoting "big book" catalogs at the mass market of lower to middle socio-economic groups. The study shows that growth segments in the U.K. market are beginning to follow a course similar to that observed in the U.S. with the development of "specialogs" by well-known store retailers and U.S. entrants. |
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