Creating Interactive Mail

Stewart Pearson

Chapter 10 in Building Brands Directly, 1996, pp 230-251 from Palgrave Macmillan

Abstract: Abstract Writing forty years ago in How to Sell Successfully by Direct Mail, John Cassels says: ‘Direct mail is the only advertising medium that can make a personal approach’.1 Direct mail is at the same time an old medium and the first of the new interactive media. From direct to electronic mail is a technological, not a marketing leap. How customers receive and use direct mail by post is relevant to the future of all personalised communication media.

Keywords: Customer Loyalty; Customer Relationship; Direct Mail; Advertising Message; Interactive MAlL (search for similar items in EconPapers)
Date: 1996
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-13771-8_10

Ordering information: This item can be ordered from
http://www.palgrave.com/9781349137718

DOI: 10.1007/978-1-349-13771-8_10

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().