Does direct marketing need to have a direction?

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Does direct marketing need to have a direction?

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dc.contributor.author Ng, Irene C. L. en_GB
dc.contributor.department University of Exeter en_GB
dc.date.accessioned 2008-07-18T10:48:59Z en_GB
dc.date.accessioned 2011-01-25T10:26:43Z en_US
dc.date.accessioned 2013-03-19T16:03:08Z
dc.date.issued 2005 en_GB
dc.description.abstract This article proposes that direct marketing does not need to have a direction (i.e. that of the firm seeking out customers). Effort spent on seeking customers could also be spent on compelling customers to seek out the firm, through increased product choices. Applying information economics into marketing, the paper provide examples as well as principles on how to design products that also assist marketers to segment through self-selection. The firm should therefore closely weigh the cost of reaching out to customers (with high wastage) against the cost of producing an array of products such that each consumer’s choice is market-separating and that draws the customer to the firm. en_GB
dc.identifier.citation Marketing Intelligence and Planning, Vol. 23, No. 7, pp628-635 en_GB
dc.identifier.doi 10.1108/02634500510630168 en_GB
dc.identifier.uri http://hdl.handle.net/10036/32433 en_GB
dc.language.iso en en_GB
dc.publisher Emerald en_GB
dc.relation.url http://info.emeraldinsight.com/products/journals/journals.htm?id=mip en_GB
dc.subject direct marketing en_GB
dc.subject self-selection en_GB
dc.subject segmentation en_GB
dc.subject product development en_GB
dc.title Does direct marketing need to have a direction? en_GB
dc.type Article en_GB
dc.date.available 2008-07-18T10:48:59Z en_GB
dc.date.available 2011-01-25T10:26:43Z en_US
dc.date.available 2013-03-19T16:03:08Z
dc.identifier.issn 02634503 en_GB
dc.description Pre-print; author's draft en_GB
dc.identifier.journal Marketing Intelligence & Planning en_GB


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