...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...

... direct sales channel due to technological progress and the interaction opportunities provided by digitalisation (Ruiz and Sanz, 2007 ; Burgess, 2003). In Spain, there has been a particularly notable increase in broadcasting time for infomercials and at present public and private networks, regional...