New marketing and direct communication
Mirjam C. RaaijmaakersUniversity of Groningen, The Netherlands
INTRODUCTION
Making well-founded decisions about the application of direct communication requires knowledge of its characteristics as well as its success. Direct communication refers to the use of so-called 'interactive media', such as direct mail and telephone, as well as the use of mass media with a response device, like a coupon or an insert.
At the Department of Marketing and Marketing Research, Faculty of Economics of the University of Groningen, the Netherlands, the success of (direct) communication is a subject of close study. The main question...