Direct marketing: rise and rise or rise and fall?

Abstract

Focuses on the growth and future direction of direct marketing from the point of view of “user” companies. Describes the most significant findings from a recent empirical study of consumer reactions to being directly targeted. Highlights important consumer concerns with regard to privacy and ethical issues. Given that the long‐term success and prosperity of the industry will be closely related to its image among consumers, guidelines are developed for companies using direct marketing as to how they can positively promote industry growth and reduce consumer concerns in the future. Briefly describes the self‐regulatory bodies and codes of practice relevant to direct marketers within the UK.

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