Direct marketing communications in the UK: A study of growth, past, present and future

Journal of Marketing Communications

Volumn 2, Issue 1, 1996, Pages 51-65

  Evans, Martin ^a   O’Malley, Lisa ^b   Patterson, Maurice ^c  

^a UNIVERSITY OF THE WEST OF ENGLAND   (United Kingdom)

^b UNIVERSITY OF WALES   (United Kingdom)

^c University of Glamorgan   (United Kingdom)

Author keywords

Database marketing; Direct marketing; Market fragmentation; Media effectiveness

Indexed keywords

EID: 0038626172     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/13527269600000004     Document Type: Article

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