Zusammenfassung Sich ständig ändernde Kundenbedürfnisse und Anforderungen verlangen laufend nach technischen Innovationen und der Adaptierung bestehender Systeme. Mit diesem Artikel wird die neuartige Network Connected Disc (n-CD) −eine individualisierbare Disc mit implementierten...

Libraries should not be put off by the initial investment required to build an annual fund. Although direct mail is expensive, it is the only way to acquire a large number of new donors to launch an annual fund program. Such programs can raise significant revenue for library operations. They...

In the advertising of self‐projective products, marketers have focused on image advertising. However, today advertisers are integrating direct response with image based advertising, in essence, to “get more bang for the buck”. Hence, the purpose of the study was to investigate direct...

Radio is becoming increasingly popular as an advertising medium. At the same time, more and more companies are integrating direct marketing in their communication strategies. Considers the influence of the day of the week, the time of the day, the position of an ad in the commercial break, the...

Purpose – To explore how a “harm chain” analysis could identify and address stakeholders' concerns about direct‐to‐consumer advertising of prescription medicines (DTCA). Design/methodology/approach – The paper analyses the development of stakeholder theory before exploring and...

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...

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...

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...