Direct Marketing: An International Journal: Volume 2 Issue 4
Subject:
Table of contents
Direct marketing and relationships: An opinion piece
Sally Harridge‐MarchThe purpose of this paper is to discuss the complementary effect of relationship marketing and direct marketing and outline the foundations of direct marketing that can be…
12888
Online communities serving the consumer/producer: observations from the study of a fantasy world
Christele Boulaire, Raoul Graf, Raja GuelmamiThe purpose of this paper is to identify the main individual and collective strategies online communities employ to appropriate fantasy worlds and the ways in which community…
1264
Mapping the profiles of franchisees: Getting to know the black sheep, rough diamonds, whingers and best buddies
Yu‐an Huang, Ian PhauThe purpose of this paper is to investigate franchisees' perception of the value of quality service in the franchise system.
946
Principles for successful aCRM in organizations
Jayanthi Ranjan, Vishal BhatnagarThe purpose of this paper is to propose the important principles for successful CRM analytics (aCRM) in organizations.
4994