Purpose – This paper aims to reframe and enhance the relationship marketing literature through advocating an emphasis on process and a renewed commitment to social and informational exchanges. Design/methodology/approach – The paper is conceptual. It takes as its starting‐point the...

Purpose: The purpose of this paper is to offer a critical reflection on the experience and challenges associated with conducting a family ethnography along with methodological guidance that generates insights for future researchers. Design/methodology/approach: This paper uses a family...

The term geodemographics is derived from the combination of both geographic and demographic information on populations. The concept of geo‐demographic data is relatively new, and much confusion exists as to the extent to which such information is actually being used by both the public and...

Focuses on the growth and future direction of direct marketing from the point of view of “user” companies. Describes the most significant findings from a recent empirical study of consumer reactions to being directly targeted. Highlights important consumer concerns with regard to privacy and...

The need to explore consumer reactions to any form of marketing is central to the marketing concept and this paper reports part of an industry‐funded project to investigate how consumers interact with direct marketing. The programme was qualitative, based on both individual depth interviews...

The competitive nature of the UK retail environment in the 1990s places ever increasing importance on information as a vital resource. The need for pertinent information is not confined to decisions regarding location and catchment analysis, but also encompasses issues such as category...