Direct Marketing: An International Journal: Volume 3 Issue 3
Table of contents - Special Issue: Managing the customer experience
Guest Editors: Professor Adrian Palmer
An experiential, social network‐based approach to direct marketing
Adrian Palmer, Nicole Koenig‐LewisDirect 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 GhoseBrands 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 KulshresthaCompanies 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 ElliottThe 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…