Direct Marketing: An International Journal: Volume 1 Issue 2
Subject:
Table of contents
Social entrepreneurship and direct marketing
Michael L. Mallin, Todd A. FinkleTo assist the social entrepreneur with direct marketing decision, the authors examine the relationship between the risks and costs associated with direct marketing for non‐profit…
5239
An analysis of operations‐oriented drivers of customer loyalty for two service channels
Andrea M. Prud'homme, Kenneth K. Boyer, G. Tomas M. HultThis study examines customers of grocers who provide both online and traditional in‐store options to determine if there are substantial differences in customer's perceptions of…
1847
Characterization of online shoppers with navigation problems
Mario Martínez Guerrero, José Manuel Ortega Egea, María Victoria Román GonzálezMany internet users are not able to navigate through e‐commerce web pages and reach their targets. Navigation problems lead to customers' disappointment and, as a consequence…
1586
Data analysis and profiling
AnneMarie Scarisbrick‐HauserThis paper discusses the role and importance of data analysis and data mining within the context of direct marketing.
4085