Narrow search
Showing 1 - 10 of 159
Cover Image
The effectiveness of direct response radio commercials
Verhoef, Peter C.; Hoekstra, Janny C.; van Aalst, Marcel - In: European Journal of Marketing 34 (2000) 1/2, pp. 143-155
Radio is becoming increasingly popular as an advertising medium. At the same time, more and more companies are …
Persistent link: https://www.econbiz.de/10014721901
Cover Image
A model for addressing stakeholders' concerns about direct‐to‐consumer advertising of prescription medicines
Hoek, Janet; Maubach, Ninya - In: European Journal of Marketing 39 (2005) 9/10, pp. 1151-1165
‐to‐consumer advertising of prescription medicines (DTCA). Design/methodology/approach – The paper analyses the development of stakeholder … DTCA and possible derogation of doctors' role as prescribers. The paper outlines prescriptive advertising guidelines that … that regulations governing this advertising are broadly based. Practical implications – The authors suggest changes to DTCA …
Persistent link: https://www.econbiz.de/10014722283
Cover Image
International direct marketing strategies: a US‐European comparison
Iyer, Ramesh T.; Hill, John S. - In: European Journal of Marketing 30 (1996) 3, pp. 65-83
International direct marketing has been around a long time in both the USA and western Europe. Yet both industries have evolved under different sets of circumstances. This 140‐company examination of US‐European international direct marketing strategies shows that US strategies seem to be...
Persistent link: https://www.econbiz.de/10014723162
Cover Image
Conjoint experiments for direct mail response optimization
Vriens, Marco; van der Scheer, Hiek R.; Hoekstra, Janny C. - In: European Journal of Marketing 32 (1998) 3/4, pp. 323-339
Given the growing number of firms that use direct mail, it is important to develop methods to improve response rates. Better selection methods are useful for this improvement; determining the important characteristics of the mailing and constructing an optimal design is another way to improve...
Persistent link: https://www.econbiz.de/10014723261
Cover Image
Internet World Guide to One‐to‐One Web Marketing (Internet World Series)
Durkin, Mark - In: European Journal of Marketing 33 (1999) 9/10, pp. 974-977
Persistent link: https://www.econbiz.de/10014723416
Cover Image
A Review of Direct Marketing and How It Can be Applied to the Wine Industry
Rowe, Caroline W. - In: European Journal of Marketing 23 (1989) 9, pp. 5-14
The article details the reasons for the growth of direct marketing and the basic principles as they are applied to the wine industry. To use direct marketing successfully its role as an application of the marketing concept needs to be understood. In particular, the use of database marketing is...
Persistent link: https://www.econbiz.de/10014724709
Cover Image
What is personalization? A conceptual framework
Vesanen, Jari - In: European Journal of Marketing 41 (2007) 5/6, pp. 409-418
Purpose – The object of this paper is to help to understand what it is all about in question when talking about personalization. Design/methodology/approach – A conceptual framework of personalization is presented, based on the literature. Findings – Marketers are looking increasingly at...
Persistent link: https://www.econbiz.de/10014722399
Cover Image
Explaining the entry mode choice among Tunisian exporting firms
Khemakhem, Romdhane - In: European Journal of Marketing 44 (2010) 1/2, pp. 223-244
Purpose – Managers involved with export marketing are concerned first with entry mode decisions for their foreign expansions. The purpose of this paper is to examine the key factors that influence the exporting firm's foreign market entry mode choice. It aims to test empirically the...
Persistent link: https://www.econbiz.de/10014722629
Cover Image
Marketing Strategy and Planning in the UK Pharmaceutical Industry: Some Preliminary Findings
Fletcher, Keith; Hart, Susan J. - In: European Journal of Marketing 24 (1990) 2, pp. 55-68
Strategic Marketing planning in the British pharmaceutical industry is discussed, with the key areas of marketing personnel, planning procedures and associated analytical tools being focused upon. The responses of a number of companies to whom detailed questionnaires were sent, are shown in...
Persistent link: https://www.econbiz.de/10014722977
Cover Image
Speed to Global Markets: An Empirical Prediction of New Product Success in the Ethical Pharmaceutical Industry
Yeoh, Poh‐Lin - In: European Journal of Marketing 28 (1994) 11, pp. 29-49
Speed in new product introduction is a critical dimension of competition facing many firms in high‐tech industries. This is especially becoming more evident with shorter technological life cycles and increasing global competition. The dependent variable of interest studied is pharmaceutical...
Persistent link: https://www.econbiz.de/10014723108