New marketing and direct communication.

Searching for direct ways to reach the customer is today's trend in the marketing techniques applied by Dutch banks.

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...

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