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...

Customer loyalty schemes have blossomed in the era of customer retention, and have been willingly embraced by both retailers and consumers alike. Today’s loyalty schemes are modelled on the AAdvantage Programme; a frequent flier programme initiated by American Airlines in 1981, and lessons from...

This paper argues for the consideration by managers of postmodern phenomena and how they might impact on the field of direct marketing communications. It begins by outlining the conditions of postmodernism and then discusses the decline of individualism and the emergence of neo‐tribes (Cova,...

This empirical research studies the marketing information systems of various enterprises ranging from a small business to a national corporation. The use of IT by these organisations in support of their marketing functions is examined especially in relation to such things as size of enterprise,...

Direct marketing has developed rapidly over the last 15 years owing to technological change and developments in markets and marketing. In 1086 William the Conqueror created the Domesday Book as a record of what each individual owned. The concept developed by George Orwell in his 1984 novel was...

A differentiation between environmental scanning and other elements of marketing information systems is provided. The main environments (market, social, economic, technological, legal, etc) are overviewed with examples of the dynamic nature of marketing's environment being provided. The...