Direct marketing and market research. Opportunity and threat

P.D. Dray and A.B. Cowling

Communication with customers has moved away from mass media and now the growth of direct marketing presents new challenges to market research.

Direct Marketing Research. Opportunity Or Threat

A.B. Cowling Taylor Nelson AGB Plc., United Kingdom; andP.D. Dray TeleDynamics, United Kingdom

INTRODUCTION

Communication with customers has moved from mass marketing, through various stages of more targeted marketing and now to direct or relationship marketing.

Historically changes in marketing approach have caused changes to the industries linked to them, specifically advertising and market research.

The development of direct marketing presents particular challenges to the market research industry and raises the following issues:

  1. Many of the traditional information needs met by...

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