search query: @indexterm DIRECT RESPONSE MARKETING / total: 38
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| Author: | Corey, R. J. Wilson, D. T. |
| Title: | Using motivation as a basis for understanding and improving direct marketing relationships |
| Journal: | Journal of Direct Marketing
1994 : VOL.8:4, p.28-39 |
| Index terms: | DIRECT RESPONSE MARKETING LANGUAGES MARKETING MANAGEMENT MOTIVATION MARKETING RESEARCH |
| Language: | eng |
| Abstract: | A practicable framework for research directed toward understanding and improving direct marketing relationships is described. The vocabularies of motives underlying the formation of buyer-seller relationships are analyzed on the basis of rhetorical theory. The perspectives and adaptive strategies revealed in buyer's language are the basis of understanding the requirements of direct marketing strategies which intend to improve buyer-seller relationships. Managerial implications and directions for future research are also discussed. |
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