Chapter

Why Go Direct?

Lois K. Geller

in Response

Published in print November 2002 | ISBN: 9780195158694
Published online October 2011 | e-ISBN: 9780199849420 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780195158694.003.0002
Why Go Direct?

Show Summary Details

Preview

Direct Marketing has been around since the 1940s, according to Nat Ross's A History of Direct Marketing. This chapter enumerates the advantages of this marketing technique citing reasons for its effectiveness in terms of measurability, testing, expanding customer base, and long term relationships. It also dispels marketing myths that may negate commitment to the strategy. Further enhancing the technique are examples of illustrative aids to employ in the process.

Keywords: Direct Marketing; measurability; testing; expanding customer base; long term relationship

Chapter.  6004 words.  Illustrated.

Subjects: Business Strategy

Full text: subscription required

How to subscribe Recommend to my Librarian

Buy this work at Oxford University Press »

Users without a subscription are not able to see the full content. Please, subscribe or login to access all content.