...Mark J. Arnold; Shelley R. Tapp Direct marketing is seeing growing acceptance among non‐profit services as a means to reach audiences, raise revenues, and foster long‐term relationships with customers. However, academic research has lagged in investigating the influences on the extent to which...

...Jinkook Lee Today’s financial service institutions have shifted from traditional face‐to‐face selling to direct marketing practices, including phone, mail, and computer technology. Consumer’s preferences toward face‐to‐face interaction versus direct means are empirically examined across 15...

... of the firm and services provided), and availability (e‐mail linkage). Services provided by the firm can indicate both expertise and resources available. Traditional direct marketing and advertising tools used by professional service companies include direct mail, yellow page advertisements, and radio...