Problem of Customer Information Overload and Interactive Marketing as its Solution

Please use this identifier to cite or link to this item: http://library.ediindia.ac.in:8181/xmlui//handle/123456789/2198

Title:	Problem of Customer Information Overload and Interactive Marketing as its Solution
Authors:	Vyas, Chaitanya Dave, Darshana
Keywords:	Direct Mail Telemarketing Information Overload Interactive Marketing Permission Marketing
Issue Date:	Jun-2001
Publisher:	Synergy Journal of Management
Series/Report no.:	Volume-13;Issue -1
Abstract:	In this study, we examined how customers treat direct mail, particularly, catalogs received from the marketers. We conducted a survey among 462 respondents from different occupation, age, education, and income in six cities of Gujarat, India. Analysis of the responses is done for disturbance level, frequency, interactivity, and effectiveness of catalogs received from direct marketers. Finally, recommendations are made to the direct marketers as to how to put customers feedback for direct mail in practice in order to improve catalog-marketing efforts
URI:	http://hdl.handle.net/123456789/2198
ISSN:	0973922x
Appears in Collections:	Articles

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