Direct Marketing: An International Journal: Volume 2 Issue 4

Direct marketing and relationships: An opinion piece

Sally Harridge‐March

The purpose of this paper is to discuss the complementary effect of relationship marketing and direct marketing and outline the foundations of direct marketing that can be…

Online communities serving the consumer/producer: observations from the study of a fantasy world

Christele Boulaire, Raoul Graf, Raja Guelmami

The purpose of this paper is to identify the main individual and collective strategies online communities employ to appropriate fantasy worlds and the ways in which community…

Mapping the profiles of franchisees: Getting to know the black sheep, rough diamonds, whingers and best buddies

Yu‐an Huang, Ian Phau

The purpose of this paper is to investigate franchisees' perception of the value of quality service in the franchise system.

Principles for successful aCRM in organizations

Jayanthi Ranjan, Vishal Bhatnagar

The purpose of this paper is to propose the important principles for successful CRM analytics (aCRM) in organizations.

Multichannel Marketing: Metrics and Methods for On and Offline Success

Adrian Palmer

Note from the publisher

Vicky Williams

Direct marketing is dead! Long live direct marketing!

Mary Miskin