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dc.contributor.authorFerguson, Graham
dc.contributor.editorErdener Kaynak and Talha Harcar
dc.date.accessioned2018-02-01T05:22:49Z
dc.date.available2018-02-01T05:22:49Z
dc.date.created2018-02-01T04:59:45Z
dc.date.issued2011
dc.identifier.citationFerguson, 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.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/62270
dc.description.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.

dc.publisherInternational Management Development Association
dc.titleUsing direct marketing to enhance customer value in complex service environments
dc.typeConference Paper
dcterms.source.startPage327
dcterms.source.endPage332
dcterms.source.titleAdvances in global management development
dcterms.source.seriesAdvances in global management development
dcterms.source.isbn1888624108
dcterms.source.conferenceInternational Management Development Association Twentieth World Business Congress
dcterms.source.conference-start-dateJul 3 2011
dcterms.source.conferencelocationPoznan, Poland
dcterms.source.placePoland
curtin.departmentSchool of Marketing
curtin.accessStatusFulltext not available


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