Abstract
In this paper the authors present a framework to aid visualization and appreciation of the dramatic growth enjoyed by direct marketing communications in the UK over the last 15 years. This growth has been fuelled by a demand ‘pull’ and a technology ‘push’. In terms of the former, market fragmentation and increasing individualism resulted in the demise of the mass market. Traditional communications media subsequently began to decline in effectiveness (while simultaneously experiencing escalating costs). Together these resulted in a demand for effectively targeted marketing communications. This demand was met by technological developments; in particular relational databases and desktop publishing (DTP) revolutionized direct marketing. Other, related developments, led to a growth in the depth and accuracy of information held on individual consumers. On the basis of the current trends evident within direct marketing media, the authors identify future prospects for the industry. These include greater integrati...
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
