This article discusses the influence of socioeconomic and technological factors on direct mail volume in 12 Western European economies. Relations between these variables are studied using a pooled cross-sectional time-series model. The findings suggest that telephones and income significantly influence direct mail volume in these Western European economies. Research hypotheses, empirical findings, and future research directions are presented.
Get full access to this article
View all access options for this article.
References
1.
AkhterSyed H.Direct Marketing Infrastructure: An Indicator of Direct Marketing Potential in Foreign MarketsJournal of Direct Marketing2198813–27Winter
2.
BerryLeonard L.The-Buying ConsumerJournal of Retailing55197958–69Winter
3.
CunninghamIsabella C.M.CunninghamWilliam H.The Urban In-Home Shopper: Socioeconomic and Attitudinal CharacteristicsJournal of Retailing49197342–50Fall
4.
CoxDonald F.RichStuart U.Perceived Risk and Consumer Decision Making—The Case of Telephone ShoppingJournal of Marketing Research1196432–39November
5.
DoodyAlton F.DavidsonWilliam R.Thinking Ahead: Next Revolution in RetailingHarvard Business Review452019674–16May–June 188
6.
GillettPeter L.A Profile of Urban In-Home ShoppersJournal of Advertising34197040–45July
7.
KmentaJanElements of Econometrics1986Macmillan Publishing CoNY
8.
LumpkinJames R.HawesJon M.Retailing without Stores: An Examination of Catalog ShoppersJournal of Business Research131985139–151April
9.
McNairMalcolm P.MayEleanor G.The Next Revolution in Retailing WheelHarvard Business Reviews56197881–91September-October
10.
PetersWilliam H.FordNeil M.A Profile of Urban In-Home Shoppers: The Other HalfJournal of Marketing36197262–64January
11.
ReynoldsFred D.An Analysis of Catalog Buying BehaviorJournal of Marketing38197447–51July
12.
RosenbergLarry J.HirschmanElizabeth C.Retailing without StoresHarvard Business Review581980103–112July-August
13.
Services Postaux Europeens, Usage Trends in the European Direct Mail Market 1988–’89, April 1989, U.K. Post Office.
14.
Stone, Bob (1983), “For Effective Direct Results,” Advertising Age, (March 28), M-32.
15.
United Nations, Statistical Yearbook, 1983–1984, 34th ed.
16.
U.S. Bureau of the Census, Statistical Abstract of The United States, 1985–1989, Washington, D.C.
17.
World Bank (1990), World Development Report, 1988. Oxford: Oxford University Press.
18.
World Tables1988-89 The John Hopkins University PressBaltimore, MD
