The Direct Marketing Direct Consumer Gap: Qualitative Insights
- Tags:
- Advertising & Promotion,
- Direct Marketing,
- Emerald,
- Marketing,
- Marketing Research,
- Sales,
- Sales Channel
- Source:
- Emerald
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Overview: The need to explore consumer reactions to any form of marketing is central to the marketing concept and this paper reports part of an industry-funded project to investigate how consumers interact with direct marketing. Consumers generally take a pragmatic view of marketing activity, but at the same time they are skeptical of much direct marketing. The research identifies consumers' key concerns with direct marketing as: privacy, control and relevance. The resulting ``gaps'' between direct marketing practice and consumer expectations and desires produce clearer areas for the direct marketer to address.
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Format: PDF | Size: 276KB | Date: Jul 2001 | Pages: 8
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