Direct Marketing: An International Journal: Volume 1 Issue 1
Table of contents
The end of mass marketing: or, why all successful marketing is now direct marketing
Andrew R. ThomasThe purpose of this paper is to make the case that the traditional mass marketing approach practiced for decades is no longer a viable one. By looking historically at how mass…
Reaching the international consumer: An assessment of the international direct marketing environment
Timothy J. Wilkinson, Anna McAlister, Scott WidmierThe purpose of this paper is to offer an assessment of the international direct marketing environment.
Marketing analytics: the evolution of marketing research in the twenty‐first century
William J. HauserThe purpose of this paper is to discuss the current state of marketing analytics and how it should become a standard marketing research tool in the twenty‐first century.
Ethics and regulation in direct marketing
Steve BrubakerThe purpose of this paper is to discuss the role and importance of ethical and socially responsible activities within the context of direct marketing.