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This research reviews the current state of affairs in the fast-growing area of direct-to-consumer marketing of genetic tests. The authors identify the unique nature of genetic tests and the ensuing consumer vulnerability. They also present a comprehensive examination of the current legal environment and an empirical analysis of genetic testing companies’ online marketing practices. On the basis...

Relationship Marketing is emerging as a new phenomenon. However, relationship oriented marketing practices date back to the pre-Industrial era. In this article, we trace the history of marketing practices and illustrate how the advent of mass production, the emergence of middlemen, and the separation of the producer from the consumer in the Industrial era led to a transactional focus of marketi...

Direct marketing is the use of the telephone and non-personal media to communicate product and organizational information to customers, who then can purchase products via mail, telephone, or the Internet. In contrast, catalog marketing is a type of marketing in which an organization provides a catalog from which customers make selections and place orders by mail or telephone. However, most cata...

Escalating sales costs have prompted organizations to explore avenues for improving salesperson productivity. This has led to a rapid growth of direct marketing in the industrial marketing context. Direct marketing in the industrial context is often intended to play a supporting role for salesperson efforts. In industrial marketing, frequently, the predominant measurable response intended to re...

Mobile marketing is a kind of marketing activities through personal mobile devices. In recent years, mobile marketing is widely carried out in China. However, many enterprises which carried out mobile marketing did not achieve the desired effects. One of the reasons is that consumers' intention to participate in mobile marketing is not high. The article constructed the model of factors influenc...