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Purpose – The purpose of this paper is to discuss the role and importance of ethical and socially responsible activities within the context of direct marketing. Design/methodology/approach – The paper considers some of the prominent ethical and legal issues related to direct marketing in the...
Purpose – The purpose of this paper is to offer an assessment of the international direct marketing environment. Design/methodology/approach – This paper uses political, economic, social, and technological (PEST) analysis to investigate the business environment of international direct...
Purpose – The purpose of this paper is to make the case that the traditional mass marketing approach practiced for decades is no longer a viable one. By looking historically at how mass marketing corrupted much of American business and alienated prospects and customers, the argument is made...
Purpose – The purpose of this paper is to discuss the current state of marketing analytics and how it should become a standard marketing research tool in the twenty‐first century. Design/methodology/approach – The design of this paper is both a review of the field of marketing analytics and...
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