The Effect of Economic and Relational Direct Marketing Communication on Buying Behavior in B2B Markets BY Kihyun Kim April 13, 2016 Committee Chair: Dr. V. Kumar Major Academic Unit: Marketing Business to Business (B2B) firms spend significant resources managing close relationships with their customers, yet there is limited understanding of how the customers perceive the relationship based on t...

The traditional direct marketing paradigm implicitly assumes that there is no possibility of a customer purchasing the product unless he receives the direct promotion. In real business environments, however, there are “voluntary buyers” who will make the purchase even without marketing contact. While no direct promotion is needed for voluntary buyers, the traditional response-driven paradigm te...

The direct-marketing business process applied in Slovenian publishing company was inefficient because of inadequate procedure used to create a list of potential customers for a marketing campaign. Considering the nature of the problem, data mining was selected to solve the problem. The company’s direct marketing business process was renovated based on the CRISP-DM methodology and by using data ...

Nowadays, with increasing service industries, service marketing and service quality have become an important challenge to organizations. The attempts of organizations in this situation are witnesses to this matter. In the past years, the organizations tried to reach service quality appropriation and satisfaction of self-external customers by concepts and approaches of external marketing. One of...

3 (IT Dept., Amity University, India) ABSTRACT In current Business Scenario, banks use direct marketing campaigns and advertisement activities in the context of corporate reputation and brand name enhancement and to increase the sale of their new launched product by researching more improved market segments which is based on understanding customers’ behavior. The competition in market has led m...

Using Psychological Reactance as the framework, this study sought to understand consumer attitudes towards two major direct marketing techniques: unsolicited commercial e-mail and postal direct mail. In particular, audience perceptions of advertising intrusiveness, perceived loss of control (as conceptualized by Psychological Reactance), and irritation regarding the direct marketing techniques ...

OBJECTIVE We assess exposure to direct-to-consumer tobacco marketing and its association with ever having tried smoking, smoking within past 30 days (current), and smoking ≥100 cigarettes in lifetime (established) among adolescents and young adults. METHODS We surveyed a U.S. telephone sample of 3,342 15- to 23-year-olds and 2,541 respondents subsequently completed a web-based survey. Among r...

today, on the one hand, the challenge of politicians shows their own distinctive face in order to outpace rivals; and on the other hand, for making an effort to attract maximum participation of people in the election, it has made the political marketing significantly more than ever. in this paper, the research method consists of descriptive-correlative performed by survey, which is intended to ...

Although the application of segmentation and predictive modeling is an important topic in the database marketing (DBM) literature, no study has yet investigated the extent of adoption of these techniques. We present the results of a Dutch survey involving 228 database marketing companies. We find that managers tend to rely on intuition and on the long-standing methods RFM and cross-tabulation. ...