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    Using direct marketing to enhance customer value in complex service environments

    Access Status
    Fulltext not available
    Authors
    Ferguson, Graham
    Date
    2011
    Type
    Conference Paper
    
    Metadata
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    Citation
    Ferguson, G. 2011. Using direct marketing to enhance customer value in complex service environments, in Erdener Kaynak and Talha Harcar (ed), International Management Development Association Twentieth World Business Congress, Jul 3 2011, pp. 327-332. Poznan, Poland: International Management Development Association.
    Source Title
    Advances in global management development
    Source Conference
    International Management Development Association Twentieth World Business Congress
    ISBN
    1888624108
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/62270
    Collection
    • Curtin Research Publications
    Abstract

    Direct marketing continues to be an alluring marketing communications channel for practicing marketers. Marketers are leveraging increased access to information about customers, the ability to profile those customers and increased ability to reach those customers via electronic channels to customize and ‘direct’ messages to ‘known’ recipients. Despite these improvements, direct marketing is not becoming more effective. In this paper, we show that when marketing complex, contractual services: email underperforms as a replacement for postal mail but telemarketing has the potential to increase the effectiveness of Postal letters.

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