search query: @indexterm DIRECT RESPONSE MARKETING / total: 38
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| Author: | Schibrowsky, J. A. Lapidus, R. S. |
| Title: | Guidelines for direct marketers to aggregate and analyze third-party complaints |
| Journal: | Journal of Direct Marketing
1994 : VOL.8:4, p.40-50 |
| Index terms: | DIRECT RESPONSE MARKETING COMPLAINTS MANAGEMENT MARKETING MANAGEMENT |
| Language: | eng |
| Abstract: | Complaint programs are designed to handle individual complaints, and most direct marketers have invested in them. However, an increasing number of direct marketing customers are filing third-party complaints. In the article a proactive approach to managing complaints is provided in order to help in reversing that trend. The author presents a method to aggregate, analyze, and manage third-party complaints which is a necessary part of a total complaint management program. |
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