Direct Marketing: An International Journal: Volume 2 Issue 3
Table of contents
E‐tail constraints and tradeoffs
Charles F. HofackerThe purpose of this paper is to reveal how mental models inherited from offline retailing have impeded both the theory and practice of online retailing, and to suggest fruitful…
Organisational behaviour associated with emotional contagion among direct selling members
Junaidah Hashim, Saodah Wok, Ruziah GhazaliThis paper aims to examine organisational behaviour as a result of emotional contagion experienced by selected members in direct selling companies. Specifically, it seeks to…
Evaluation of cost per contact and cost per response in interactive and direct media planning: A Spanish case study
Pedro Reinares Lara, Jose Manuel PonzoaThe aim of this study is to analyze over time the evolution of associated costs of direct marketing in Spain and offer operational conclusions for the optimization of marketing…
A method for building new marketing channels: The case of “door‐to‐door” in dairy products
Matheus Alberto Cônsoli, Marcos Fava NevesThe aim is to describe the analysis conducted by a leading company in the dairy (yogurt and fermented milk) sector in Brazil regarding the decision to implement a door‐to‐door…