Direct marketing in the USA: past failures and future promises
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 1 September 1997
Abstract
Direct marketing should be a more dominant form of retailing in the USA. However, it is not because so much friction occurs for consumers throughout the direct marketing channel that consumers view direct purchase as a last resort rather than the preferred method. Summarizes the three mistakes of direct marketing and outlines its six amazing opportunities. The opportunities and future of direct marketing are sharply etched by the correspondence of emerging consumer and technology trends with strengths of the direct marketing process and paradigm.
Keywords
Citation
Feinberg, R.A. and Eastlick, M.A. (1997), "Direct marketing in the USA: past failures and future promises", International Journal of Retail & Distribution Management, Vol. 25 No. 8, pp. 256-261. https://doi.org/10.1108/09590559710178338
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited