The beauty of e‐mail marketing: is it just skin‐deep? How a cosmetics firm benefited from direct electronic mail

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

Scans the top 400 management publications in the world to identify the most topical issues and latest concepts. These are presented in an easy‐to‐digest briefing of no more than 1,500 words.

Findings

The Holy Grail of marketing is using a device that will somehow entice, for minimum cost, targeted customers to spend money on a company's products. Some marketers thought this had been discovered when the use of e‐mail became common, however this new phenomenon has had little time to become established enough to judge whether it is a genuinely effective medium or not.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2005), "The beauty of e‐mail marketing: is it just skin‐deep? How a cosmetics firm benefited from direct electronic mail", Strategic Direction, Vol. 21 No. 8, pp. 21-23. https://doi.org/10.1108/02580540510606666