Direct Marketing: An International Journal: Volume 3 Issue 3

An experiential, social network‐based approach to direct marketing

Adrian Palmer, Nicole Koenig‐Lewis

Direct marketing faces challenges and opportunities associated with the emergence of social network media. Companies need to address target audiences both directly and also…

Internal brand equity defines customer experience

Kamal Ghose

Brands scintillate on the twin pillars of external brand communication and staff commitment to the envisioned customer experience (CE). However, until very recently the…

Consumers' perceptions: an analytical study of influence of consumer emotions and response

Avinash Kapoor, Chinmaya Kulshrestha

Companies are increasingly attempting to offer customers an experience of availability range, affordable cost, shopping convenience, and ambience. The purpose of this paper is to…

Developing BTB relationships through direct marketing: customers' perceptions

Raquel Reis, Caroline Oates, Martina McGuinness, Dominic Elliott

The purpose of this paper is to explore how business‐to‐business (BTB) relationships may be developed through direct marketing (DM) in the context of a Portuguese training…

Managing the customer experience with direct marketing

Adrian Palmer