Some early attempts in the beginning of the 1980s initiated academic interest and articles appeared in the academic literature (Dyer, 1982; Coulson-Thomas, 1983). ... Smith et al. (1999) have defined IMC as "the strategic analysis, choice, implementation and control of all elements of marketing communications which efficiently (best use of resources), economically (minimum costs) and effectively (maximum results) influence transactions between an organization and its existing and potential customers and clients." ... In the absence of well-developed departments for individual elements of ...

• Word Count: 1553
• Approx Pages: 6
• Grade Level: Graduate

1 Direct marketing explained Direct marketing is a collection of techniques that enables organisations to market goods and services directly to customers (business-to-customers or B2C). It is a pro-active approach to marketing that takes the product and/or service to potential customers rather than...

• Word Count: 7912
• Approx Pages: 32
• Grade Level: Undergraduate

1 Direct marketing explained Direct marketing is a collection of techniques that enables organisations to market goods and services directly to customers (business-to-customers or B2C). It is a pro-active approach to marketing that takes the product and/or service to potential customers rather than...

• Word Count: 7912
• Approx Pages: 32
• Grade Level: Undergraduate

1 Direct marketing explained Direct marketing is a collection of techniques that enables organisations to market goods and services directly to customers (business-to-customers or B2C). It is a pro-active approach to marketing that takes the product and/or service to potential customers rather than...

• Word Count: 7912
• Approx Pages: 32
• Grade Level: Undergraduate

1 Direct marketing explained Direct marketing is a collection of techniques that enables organisations to market goods and services directly to customers (business-to-customers or B2C). It is a pro-active approach to marketing that takes the product and/or service to potential customers rather than...

• Word Count: 7912
• Approx Pages: 32
• Grade Level: Undergraduate

Chapter 2 - Literature Review Brand Loyalty "The term "marketing" usually conjures images of consumer packaged goods and advertising campaigns " (Olivia, 2007) but in reality this is only a very small part of marketing. ...

• Word Count: 9844
• Approx Pages: 39

1 Direct marketing explained Direct marketing is a collection of techniques that enables organisations to market goods and services directly to customers (business-to-customers or B2C). It is a pro-active approach to marketing that takes the product and/or service to potential customers rather than...

• Word Count: 7708
• Approx Pages: 31
• Grade Level: Undergraduate

1 Direct marketing explained Direct marketing is a collection of techniques that enables organisations to market goods and services directly to customers (business-to-customers or B2C). It is a pro-active approach to marketing that takes the product and/or service to potential customers rather than...

• Word Count: 7912
• Approx Pages: 32
• Grade Level: Undergraduate

1 Direct marketing explained Direct marketing is a collection of techniques that enables organisations to market goods and services directly to customers (business-to-customers or B2C). It is a pro-active approach to marketing that takes the product and/or service to potential customers rather than...

• Word Count: 7912
• Approx Pages: 32
• Grade Level: Undergraduate