... 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...

... 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...

...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...

... of retailers would argue that LSs are ultimately more about engendering loyalty than matching competition. As such, it is timely to explore exactly what is understood by the concept of loyalty. © MCB UP Limited 1998 Customer loyalty Direct marketing Retailing Therefore, it seems...

... for developing rapport in a situation where there is no visual communication (or limited visual communication via video‐phones and video‐conferencing). Direct marketing Marketing communications Psychology Market segmentation Telecommunications industry Telemarketing According to BT around 80...

...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...

...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...

...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...

... 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 The Automobile Association (AA) to generate well over £1...

.... Following a five‐year test by our North Eastern Region into the potential for selling gas appliances direct to our consumers, The Gas Collection catalogue was launched nationally. This was the first‐ever major direct marketing led project to hit the consumer and the database played an important...

... 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...

...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...