Using direct marketing to enhance customer value in complex service environments
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 cust...
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| Other Authors: | |
| Format: | Conference Paper |
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International Management Development Association
2011
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| Online Access: | http://hdl.handle.net/20.500.11937/62270 |
| _version_ | 1848760819464011776 |
|---|---|
| author | Ferguson, Graham |
| author2 | Erdener Kaynak |
| author_facet | Erdener Kaynak Ferguson, Graham |
| author_sort | Ferguson, Graham |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T10:21:50Z |
| format | Conference Paper |
| id | curtin-20.500.11937-62270 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T10:21:50Z |
| publishDate | 2011 |
| publisher | International Management Development Association |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-622702023-02-02T07:57:35Z Using direct marketing to enhance customer value in complex service environments Ferguson, Graham Erdener Kaynak Talha Harcar 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. 2011 Conference Paper http://hdl.handle.net/20.500.11937/62270 International Management Development Association restricted |
| spellingShingle | Ferguson, Graham Using direct marketing to enhance customer value in complex service environments |
| title | Using direct marketing to enhance customer value in complex service environments |
| title_full | Using direct marketing to enhance customer value in complex service environments |
| title_fullStr | Using direct marketing to enhance customer value in complex service environments |
| title_full_unstemmed | Using direct marketing to enhance customer value in complex service environments |
| title_short | Using direct marketing to enhance customer value in complex service environments |
| title_sort | using direct marketing to enhance customer value in complex service environments |
| url | http://hdl.handle.net/20.500.11937/62270 |