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| Author: | Talarzyk, W. W. Widing, R. E. |
| Title: | Direct marketing and online consumer information services (OLCISs):Implications and challenges |
| Journal: | Journal of Direct Marketing
1994 : VOL. 8:4, p.6-17 |
| Index terms: | DIRECT RESPONSE MARKETING CONSUMER INFORMATION MEDIA SELECTION INFORMATION SYSTEMS |
| Language: | eng |
| Abstract: | In the last 25 years consumers have shown little interest in shopping via electronic information services though it had been put forward as the medium of the future. Now there seems to be a renewed interest in these services and the potential they offer for direct marketing. Some online consumer information services have shown growth during the past few years, and some new ones have been introduced. The history, literature, perspectives and survey results concerning these services are examined. The implications and challenges for direct marketers are analysed. |
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