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| Author: | Patterson, M. O'Malley, L. |
| Title: | Evolution of the Direct Marketing Consumer |
| Journal: | Marketing Review
2000 : OCT, VOL. 1:1, p. 89-102 |
| Index terms: | DIRECT SELLING MARKETING CUSTOMERS |
| Language: | eng |
| Abstract: | Contemporary consumers appear to be sophisticated and willing users of direct marketing, both for the acquisition of information and the purchase of products and services. However, they have not always been so open to the activities of direct marketers. This paper discusses how changes in the contemporary marketplace facilitated the growth of the direct marketing consumer. However, this growth brought with it a period of agitation, whereby consumers were concerned with the activities of direct marketers. As a result of greater consumer knowledge and familiarity with direct marketing, they are now in a period of acclimatisation. However, the paper warns that direct marketers must not become complacent. As such, a number of important issues are identified and the managerial implications of these delineated. |
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