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...

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 – 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...

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...

Cox contrasts the two strategic options facing the firm wishing to successfully compete in its marketplace. The first of these options is based on cost control through replicable improvements in operational efficiency. The second is based on market closure and power through the development of...

Investigates customer attitudes towards the direct marketing strategies employed by banks in relation to how attitudes toward the marketing media used and response channels influence the customer’s intention to purchase. Marketing media include mail promotion, telephone, and e‐mail...

In recent years, many U.S. direct marketers have expanded their efforts into Asia. A few studies of consumers’ attitudes towards direct marketing were conducted outside of the United States in order to ascertain their attitudes towards direct marketing, privacy, environmental concerns, and...