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| Author: | Evans, M. O'Malley, L. Patterson, M. |
| Title: | Direct marketing: rise and rise or rise and fall? |
| Journal: | Marketing Intelligence and Planning
1995 : VOL. 13:6, p. 16-23 |
| Index terms: | CONSUMERISM DIRECT SELLING MARKETING |
| Language: | eng |
| Abstract: | The direct marketing industry has been the fastest growing sector of marketing communications for more than a decade. However, it has not yet truly come of age as a medium. And for this reason it is difficult to define or quantify precisely. Exactly what constitutes direct marketing is still very much under debate. In order to contextualize the future direction of the industry, some of the reasons why so many companies are embracing direct marketing techniques are discussed. The article then reports on an empirical study of consumer reactions to being directly targeted. |
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