Marketing Intelligence & Planning: Volume 16 Issue 1

Building brands using direct marketing ‐ a case study

Peter Gardiner, Sarah Quinton

Increasing competitiveness in the marketplace has led to pressure being applied to brands and past poor brand management in the 1980s saw brands suffering under short‐term…

Rapport in telemarketing ‐ mirror, mirror on the call?

Clive Nancarrow, Sally Penn

Examines the hypothesis that the UK population has not yet fully developed a telemarketing culture and that there is, therefore, a particular need for telemarketers to understand…

The new interactive media: one‐to‐one, but who to whom?

Linda Peters

With the heralding of the new “interactive age” direct marketing seems poised to have its reliance on individual customer contact vindicated. However, in the struggle to apply…

Maximising the effectiveness of Web‐based marketing communications

Clive Hoey

Explores the nature and potential of marketing communications in hypermedia, and assesses the role of computer‐mediated communication to assist the marketing communications mix…

Mail myopia: or examining financial services marketing from a brand commitment perspective

Fiona Debling

This paper is part of a doctoral study of how direct marketing affects brand commitment in the financial services sector. The research explores how to build consumer‐brand…

Can loyalty schemes really build loyalty?

Lisa O’Malley

Customer loyalty schemes have blossomed in the era of customer retention, and have been willingly embraced by both retailers and consumers alike. Today’s loyalty schemes are…

From 1086 and 1984: direct marketing into the millennium

Martin Evans

Direct marketing has developed rapidly over the last 15 years owing to technological change and developments in markets and marketing. In 1086 William the Conqueror created the…

Direct marketing in postmodernity: neo‐tribes and direct communications

Maurice Patterson

This paper argues for the consideration by managers of postmodern phenomena and how they might impact on the field of direct marketing communications. It begins by outlining the…