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...

Purpose – This article seeks to examine attitudes about direct‐to‐consumer advertising (DTCA) of prescription drugs to final users (referred to as consumers in this paper). Design/methodology/approach – A national telephone survey was carried out of 300 consumers that had seen a doctor...

Purpose – The purpose of this paper is to examine commonly relied upon product sampling strategies, direct‐to‐consumer sampling and event sampling, to determine which method can deliver the greatest return on investment in a variety of situations. Design/methodology/approach – The paper...

Reports the experiment conducted by a direct mail company to determine whether a free gift offer would generate incremental sales. Finds that packet mailed with a coupon generated more sales than the control packet (no coupon), and finds that the third packet, in which the coupon offer was...

Research identifies nearly 73 million adult Americans as illiterate. Analysis of social, economic and demographic trends indicates that the situation will worsen before it improves. Marketing communications copy prepared at an eighth grade reading level or above may not be comprehended by as...

Reports on a study to determine the influence of acculturation in Hispanic, Asian and black communities to US customs and practices regarding direct response purchasing behavior of self‐image projective products. A survey of students attending a western state university was conducted. The...

As catalog proliferation continues, understanding consumer characteristics and motivations that lead consumers to examine catalogs is becoming increasingly important. This research presents the results of a preliminary investigation that extends the traditional analysis of in‐home shoppers...

The need for increased flexibility in responding to market demand is driving a heightened interest in virtual, or agile organizations. However, agile response in the supply chain may not always be necessary and may not always be a better alternative than more traditional organizational...

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...