... and decision-making occur (Peltier et al., 2026 ; Wang, 2023). Social media marketing Critical theory Personalization Social networks Direct marketing Data privacy Interactivity Consumer behavior Internet Online consumer behavior Information technology Marketing psychology Human...

...-commerce Direct marketing Interactive marketing Artificial Intellegience Unteractivity The transition from direct marketing to interactivity to IM was driven by the ability of marketers to utilize advancing communication and personalization technologies (Deighton and Kornfeld, 2009 ; Lim...

... 26 08 2021 27 08 2021 27 08 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Social media marketing Online advertising Online consumer behavior Direct marketing Word-of-mouth marketing Etribes and online communities...

... consumption firm. Direct marketing Customer experience Channel management Channels Collaborative filtering Peers operating within a collaborative consumption business model interact through a central, digital marketplace on a single digital channel. Often a mobile application or website...

...René Michel; Igor Schnakenburg; Tobias von Martens Purpose This paper aims to address the effective selection of customers for direct marketing campaigns. It introduces a new method to forecast campaign-related uplifts (also known as incremental response modeling or net scoring). By means...

... mining Customer analytics Direct marketing Tobias von Martens can be contacted at: tobias.vonmartens@altran.com © Emerald Group Publishing Limited 2013 As with net scoring itself, it is impossible to directly adopt the variable selection procedures known from classical gross scoring...

...Chiang Ku Fan; Shu Wen Cheng Purpose The purpose of this paper is to compare the efficiency of bancassurance, an indirect marketing channel formed through the creation of subsidiaries, with an insurer's own team, a direct marketing channel, in the Taiwan insurance sector. Design/methodology...

... in the media to these risks, provide unique challenges. Companies and especially direct marketers are finding that they need to change their tactics to deal with the increase in consumer concerns and privacy‐protecting behaviors. This paper aims to address these issues. Design/methodology/approach Using...

...Adrian Palmer; Raquel Reis; Caroline Oates; Martina McGuinness; Dominic Elliott Purpose The purpose of this paper is to explore how business‐to‐business (BTB) relationships may be developed through direct marketing (DM) in the context of a Portuguese training organization. Design/methodology...

...Adrian Palmer; Adrian Palmer; Nicole Koenig‐Lewis Purpose Direct marketing faces challenges and opportunities associated with the emergence of social network media. Companies need to address target audiences both directly and also indirectly through social media. The purpose of this paper...

...Sally Harridge‐March Purpose The purpose of this paper is to discuss the complementary effect of relationship marketing and direct marketing and outline the foundations of direct marketing that can be enhanced by relationship marketing principles. Design/methodology/approach This is a personal...

...Adrian Palmer Akin   Arikan . Multichannel Marketing: Metrics and Methods for On and Offline Success . Sybex , 2008 . © Emerald Group Publishing Limited 2008 --> Direct marketing Internet marketing Marketing mix Integrated marketing sounds fine in theory...

... --> Database marketing Direct marketing Lifetime value Market segmentation The book, aimed at both marketing students and practitioners, takes the reader through the main stages of developing and exploiting customer databases to the end of achieving more profitable marketing. Two of the authors...

... Organizational behavior Selling Direct marketing Behaviour Individual psychology Malaysia Employees in organisation often share their feelings of happiness, sadness, and anger with their colleagues. Apparently, these emotions are contagious (Doherty, 1997). For instance, one who is surrounded...

...Pedro Reinares Lara; Jose Manuel Ponzoa Purpose The aim of this study is to analyze over time the evolution of associated costs of direct marketing in Spain and offer operational conclusions for the optimization of marketing budgets intended for the establishment of contact and/a relationship...

...William Hauser Bob   Stone and Ron   Jacobs . Successful Direct Marketing Methods . McGraw‐Hill , 2007 . © Emerald Group Publishing Limited 2008 --> Direct marketing Marketing communications Marketing strategy With Successful Direct Marketing...

... successfully according to the customer demography data – age, income, gender, and educational level. Demographics Selling methods Customer orientation Direct marketing Direct marketing tactics emphasize direct, one‐to‐one, personal contact and bi‐directional feedback between an enterprise...

.... Practical implications This research enables companies to know the different objectives which television can help consumers to attain and, therefore, what aspects to highlight in their direct marketing strategies. Television agents should exploit the dimensions television offers to increase individual...

...Sarafat A. Tijani; Izumi Yano Purpose Women play an important role in marketing and their participation is greatest where trade is traditional. This study aims to explore this most basic level of direct marketing. Design/methodology/approach To understand the turn around in the life...

...R. David Keillor Purpose This paper seeks to discuss the history of real estate marketing in the USA and to assess the future impact of direct marketing on that country's real estate set‐up. Design/methodology/approach The paper chronicles the history of real estate marketing in the USA...