... learning methods such as neural networks to assist decision making in direct marketing. However, due to the different performance criteria and validation techniques currently in practice, comparing different methods is often not straightforward. Design/methodology/approach This study compares...

... of segments and the time frame used in such a way as to maximize the results of direct marketing campaigns. Design/methodology/approach A “genetically” optimized RFV model is built from data collected from a real world direct marketing campaign. The results produced when it is used are compared...

...Irene C.L. Ng Purpose To provoke radical thinking about the role and practice of direct marketing. Design/methodology/approach Author's adaptation of a keynote address to a major conference in Asia. Findings Proposes that direct marketing does not need to follow the customary “direction...

... that “sharing rapport is like jumping inside another person’s nervous system, suddenly understanding the way they make sense of reality”. NLP treats rapport “as a cornerstone in human relations”. The NLP principles this paper will examine are mirroring and matching. Direct marketing Marketing...

...Fiona Debling This paper is part of a doctoral study of how direct marketing affects brand commitment in the financial services sector. The research explores how to build consumer‐brand commitment within a UK personal finance context, focusing on retail banking. This paper reviews brand loyalty...

... in the 1990s has led to the longer‐term view now being adopted by marketing practitioners. This paper will highlight how direct marketing can be employed as a strategic marketing management tool to build a brand through the establishment of a mutually beneficial relationship. In this paper the authors...

...Linda Peters With the heralding of the new “interactive age” direct marketing seems poised to have its reliance on individual customer contact vindicated. However, in the struggle to apply direct marketing techniques to the new interactive marketing media, many firms are failing to recognise...

...Maurice Patterson This paper argues for the consideration by managers of postmodern phenomena and how they might impact on the field of direct marketing communications. It begins by outlining the conditions of postmodernism and then discusses the decline of individualism and the emergence of neo...

... them” (Gilbert, 1996, p. 144). Customer loyalty Direct marketing Retailing Loyalty schemes (LSs) are now perceived to be one of the most successful marketing tools of the 1990s, and have received considerable attention in both trade and academic journals. The customer loyalty scheme...

...Martin Evans; Lisa O′Malley; Maurice Patterson Focuses on the growth and future direction of direct marketing from the point of view of “user” companies. Describes the most significant findings from a recent empirical study of consumer reactions to being directly targeted. Highlights important...

... towards the AA in the long term if used properly. The Automobile Association Customer service Database marketing Direct marketing Market segmentation Relational databases Target marketing Telemarketing Strategy Subscriptions A new and highly flexible relational database is now allowing...

... Database marketing Direct marketing Effectiveness Family Assurance Target marketing Since Family Assurance started life in 1975 the society has grown rapidly to become the UK′s largest tax‐exempt friendly society. In 1994 the first phase of a new computer system will come on stream which...

... Customer profiling Database marketing Direct marketing Home shopping Market segmentation Marketing strategy Organizational restructuring Target marketing At British Gas we knew what we wanted to say to our customers but deciding on the most appropriate means of telling them needed a unique...

...James Bates Details how a leading financial institution in the UK developed a£15 million relational database from scratch. Roger Ivey, head of Direct Marketing at the Leeds Permanent Building Society, had the task of bringing together a dozen previously unconnected and non‐communicating customer...

... expertise is demanded. How one firm provides these for its often specialised customers is described. © MCB UP Limited 1989 Direct marketing Computers Databases DIRECT MARKETING THE DATABASE by Brenda Sharp UCL Computer Factors Paul Hague, a director of the B&MR market research group, has...