There are two main approaches for companies to promote their products / services: through mass campaigns, which target the general public population, and directed campaign, which targets only a specific group of people. Formal study shows that the efficiency of mass campaign is pretty low. Usually less than 1% of the whole population will have positive response to the mass campaign. In contrast...

This investigation presents how the theory of aversive racism applies to an observed race avoidance behavior in a direct marketing operation. The theory of aversive racism has been used to explain racist behavior in a social psychological context while here is used in a business context showing significance in the marketing of high tech equipment.

Given the vast amount of data generated by customers’ online and offline purchases, many organizations today are turning to data analytics to help design their direct marketing campaigns and introduce personalized promotions for customers. Data analytics allows companies to implement more effective market segmentation strategies, customize promotional offers, allocate marketing resources effici...

This working paper surveys the current state of database marketing. Database marketing, usually associated with customer relationship marketing (CRM), is concerned with the application of information systems to direct marketing. The current state of database marketing varies widely across industries and even between companies within the same industry. Proponents of database marketing speak ofte...

Mobile marketing refers to the twoor multi-way communication and promotion of an offer between a firm and its customers using a mobile medium, device, or technology. We present the conceptual underpinnings of mobile marketing and a synthesis of the relevant literature. We identify and discuss four key issues: drivers of mobile device/service adoption, the influence of mobile marketing on custom...

Tobacco companies are restricted from engaging in many traditional forms of marketing. Direct marketing is one way tobacco companies can reach consumers while complying with regulation and avoiding negative public perception. There is little research on this type of opt-in marketing, which includes mail marketing, email marketing, web marketing, and mobile marketing, and its impact is not well ...

The standard RFM models used by direct marketers include behavioral variables, but ignore the role of marketing communications. In addition, RFM models allow customer responsiveness to vary across different customers, but not across different time periods. Hence, the authors first extend RFM models by incorporating the effects of marketing communications and temporal heterogeneity. Then, using ...