Presently, one of the fastest growing and most dynamic segments in marketing is that of direct client contact or direct marketing. Yet, most marketing curriculum planners have failed to fully acknowledge its importance in their curriculum. This article describes the scope and influence of direct marketing and presents implications for marketing educators.
Get full access to this article
View all access options for this article.
References
1.
Advertising Age (1983), November, M-10.
2.
Alsop, Ronald (1985), "Food Giants Take to the Mails to Push Fancy Product Lines,"The Wall Street Journal (February 28), 31.
3.
Berman, Barry and Joel R. Evans (1985), "Before Writing a Text, Examine Yourself and Your Market,"Marketing Educator, 4 (Winter), 1-6.
4.
Brennan, Ray (1980), "'With Inflation and Cutbacks Threatening, Companies Will Turn Toward Direct Marketing,"Zip (May), 1.
5.
Clabaugh, Maurice G. and Joanna R. Wallace (1984), "MOIP: A Framework for Curricular Planning in an Academic Market,"Journal of the Academy of Marketing Science (Spring), 128-144.
6.
Hennerberg, Gary D. (1978), "DMMA Educational Foundation: A College Course in Itself,"Direct Marketing (August), 30-32.
7.
Hennessey, Hubert (1985), "Growing Use of Telemarketing to Sell Texts May be Step Toward Radically Improving Educational Delivery System,"Marketing Educator, 4 (Winter), 5.
8.
Sales and Marketing Management (1984), "Sales and Marketing Management's 1983 Survey of Buying Power,"131 (July), A-8 and A-43.
9.
Spar, Laurie (1984), Direct Marketing Education in the USA, New York: Direct Marketing Educational Foundation.
10.
Yeck, John and Richard Montesi (1980), "Targeted Communications and Marketing for the Eighties,"Reach Response Report, 1 (September), 2-4.
