Subject Index
 

This article discusses how email can be used cost-effectively to manage consumer relationships, even when times get hard. The regulation of email, requiring it to be 'opt-in', led to the realisation t ...

To investigate the determinants of the effects of a viral campaign, we employ the classical framework of a persuasive communication model, designated as “Who says what to whom in which channel and wit ...

This article describes RSS (Really Simple Syndication). RSS delivers dynamic information online, and enables internet users to specify information they are interested in, and subscribe to 'feeds' that ...

In June 2006, ITN (Independent Television News) launched a new corporate identity. As part of this global launch ITN Archive became ITN Source, the world's leading aggregator of moving image content, ...

Robert Thurner, commercial director at mobile agency Incentivised, describes the formats included under the mobile banner and their current practicality as communication channels. He then gives some U ...

Over the last few years a number of marketers have tried SMS push and pull advertising on mobile phones - but this is barely scratching the surface, says Russell Buckley, managing director of Admob Eu ...

Paul Nola, head of telecommunications, media and technology practice at kae:marketing intelligence, describes the vast range of marketing channels that the mobile phone/device can provide - and lists ...

In this introduction this Admap report on mobile marketing, Roderick White reflects on the most widely available piece of digital technology in the world - the mobile phone. He looks at global differe ...

Using Psychological Reactance as the framework, this study sought to understand consumer attitudes towards two major direct marketing techniques: unsolicited commercial e-mail and postal direct mail. ...

In this article we investigated whether a company’s recommendation factor can be increased by opt-in e-zines. A sample of 817 railway travelers was interviewed on the train. Using Reichheld’s (2001) r ...

Five short essays covering various aspects of brand development: email marketing, why brands deliver value, the appropriate strategy for reaching 'Generation Y', marketing to the Hispanic community, a ...

Advertisers are recognizing the internet's potential for helping firms directly communicate with consumers using media rich emails. Though the efficiency of such emails cannot be denied, their effecti ...

Since the advent of the internet, much speculation has ensued regarding its tangible benefits to business. This article looks at the effectiveness of email advertising to promote information to consum ...

E-mail marketing may look like a 'pot of gold' for marketers, particularly those working for small businesses. However, if used carelessly, it can do more harm than good to a business. This paper pro ...

Direct marketing has traditionally been equated to direct mail, but increasingly it is also moving online. This paper discusses the benefits of e-mail marketing and offers pointers on the best way to ...

In the US alone, the number of email boxes grew by more than 50% between 1999 and 2000. Email has proved to be the cornerstone of internet marketing. The seven techniques to improve email list integ ...

Argues that marketing by e-mail needs to be used by companies with great care. Reports research (qualitative and quantitative) amongst Internet users to find out how they feel about receiving e-mails. ...

Discusses the growth of permission-based e-mail. Customers coping with an overload of information are defining the `rules of engagement'. Marketers are moving rapidly from blanket e-mail to targeted, ...

The author outlines how making free offers on the web can help develop 'email permission marketing' and the building of 'opt-in mailing lists'. He believes that free marketing techniques offer low cos ...

E-mail is going to be the killer for personal mail. Not yet, because most people haven't got it. In the last year we have received more letters from friends than ever before. Last week, in addition ...