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dc.contributor.authorNg, Irene C. L.en_GB
dc.contributor.departmentUniversity of Exeteren_GB
dc.date.accessioned2008-07-18T10:48:59Zen_GB
dc.date.accessioned2011-01-25T10:26:43Zen_GB
dc.date.accessioned2013-03-19T16:03:08Z
dc.date.issued2005en_GB
dc.description.abstractThis 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.citationMarketing Intelligence and Planning, Vol. 23, No. 7, pp628-635en_GB
dc.identifier.doi10.1108/02634500510630168en_GB
dc.identifier.urihttp://hdl.handle.net/10036/32433en_GB
dc.language.isoenen_GB
dc.publisherEmeralden_GB
dc.relation.urlhttp://info.emeraldinsight.com/products/journals/journals.htm?id=mipen_GB
dc.subjectdirect marketingen_GB
dc.subjectself-selectionen_GB
dc.subjectsegmentationen_GB
dc.subjectproduct developmenten_GB
dc.titleDoes direct marketing need to have a direction?en_GB
dc.typeArticleen_GB
dc.date.available2008-07-18T10:48:59Zen_GB
dc.date.available2011-01-25T10:26:43Zen_GB
dc.date.available2013-03-19T16:03:08Z
dc.identifier.issn02634503en_GB
dc.descriptionPre-print; author's draften_GB
dc.identifier.journalMarketing Intelligence & Planningen_GB


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