1. Quotes from Gary MeWilliaros, 'Whirlwind on the Wcl>', Business Week (7 April 1997), pp. 132-6; Bill Robbim and Cathie liargett, 'Dell Internet sales cop Kl million a day", press release, Dell Computer Corporation (4 March 1997). Hee also 'Dell PC sales via Internet doubling", Reuters Ltd (18 June 1997); Eryn Brown, 'Could the very best PC maker be Dell Computer?', fortune (14 April 1997), pp. 26-7; 'Michael Dell's plan for the rest of the decade', Fortune (9 June 1997), p. 138; Andrew E. Serwer, The hottest stock of the '90s', Fortune (ft September 1997), p. 16.

2. "Mi ho. hi ho, down the data mine we go'. The EcunnmisL (23 August 1997), pp. 55-6.

,V Zenith Media. 'Satellite watch1. Marketing Week (5 April 1996), p. 16; John Shannon, 'Building Sirands on the Internet',Marketing Week (3 May 1996), p. 22.

\. Louise Kehoe ami Nick Demon, 'Accidental advertising campaigns', Financial Times (17 October 1997), p. 12.

5. James Champy, 'The cyher-future is now'. Sales and Marketing Management (September 1997). p. 28.

6. David Heed, 'Write to reply. Marketing Week (13 December 1996), pp. 35-8.

7. See Don I'eppers anil Martha Rogers. The One-to-Future (New York: Doubledsfy/Currency, 1993).

S. Tom Peters, Thriving fin Cliaos (New York. Knopf, 1987).

9. Alena Ilola. 'Can the KC deliver postal harmony V, Marketing Business (February 1994), pp. 24-8.

10. Richard Berry, 'Doorstepping'.Marfcfi'mij /Justness (November 1992), pp. 43-5.

11. Tony Goad, 'Distinguishing marks', Marketing Business (October 1992), pp. 12-14.

12. Ian Harding, 'Trois Suisses ehauge the image of mail-order', The European (2-8 Deeember 1994), p. 28.

13 Richard L. Benchin, 'Telefocus: telemarketing j*ets synergized", .Safes ami Marketing Management (Kebruary 1992), pp. 49-57.

14. 'Telomarketing cited as chief form of direct marketing', Marketing iVetES (! January 1996), p. 1.

15. Burnside, 'Calling the shots, Marketing (25 January 1990), p. 40; Anne Massey, 'Ring my hell', Marketing Busings (June 1992), pp. 35-9; Kevin R. Hopkins, 'Dialing into die future', Ilusiness Week (28 July 1997). p. 90.

16. SCK Michael Steven. The Handbook of Telemarketing (London: Ko&in Page, 1992); Martin Everett, 'Selling by telephone', Sales and Marketing Management (December 1993), pp. 75-9, John V. Yarbrough. -Dialing for dollars', 6'otes and Marketing Management (January 1997). pp. 61-7.

J7. .See Martin Croft, 'Right to reply',Marketing Weak (12 April 1906), pp. 37-42; Paul Gander, 'Tele vision',Marketing Week (23 August 1996). pp. 29-34; David Reed, 'Double vision', Marketing Week (17 April 1997), pp. 59-62.

18. See Frank Rose, 'The end of T\ras we know it'. Fortune (23 December 1996), pp. SS-68; Elizabeth Le.sly and Robert I). Hot'. 'Is digital convergence for real?', /Justness Week (23 Juno 1997), pp. -12-3; Turin Douglas. 'A ease of sofa not so good',Marketing Week (30 September J994), p. 17; David Short. 'QVG loses out in UK screen test', The European (915 September 1994), p. 21; Miroslav Cert)vie, 'Sola so good for home shopping', Marketing Week (16 Angus! 1996), p. 24; Hale Richards, 'Europe turns on to TV shopping', The European (2-8 January 1997), p. 19.

J9. See Michael II. Martin, 'What's online: how to get on the Net without AOlA ForcitiK (14 April 1997), p. 174; Catherine Arnst and Peter Elstrom, 'CompuServe: too little, too late?', Week (19 May 1997), p. 11<SG.

20. For more on the basics of using the Internet, .see Raymond P. Frost and Judy Strauss, The Internet: A news marketing tool (Upper Saddle River, NJ: Prentice H;dl, 1997).

21. Riehend;J Wilson, -Security alarm1, Marketing Week (26 January 1996), pp. 49-53; Amy Cortese, 'Census in cyberspace", /Justness Week (5 May 1997), p. 84. For the most recent statistics, check the results of an ongoing survey of internet usage conducted by ConimerceN'et and Nielsen Media Research, w\v.commerce net/nielsen/. See also Edith Coron. 'Lu web: Jospin orders the French to loj! on', The European (26 January-1 February 19981, p. 22.

22. See John Deighton, 'The future ot interactive marketing'. Harvard /Jus-mess Review (No vem her-Dec ember 1996). pp. 151-62, Philip Kotler, Gary Armstrong. Peggy if. Cunningham and Robert Warren, Principles of Marketing, 3rd Canadian edn (Scarborough, Ontario: Prentice Hall Canada, 1996), p. 525.

23. 'Hut in the physical world'. The Kctinomist (1 November 1997), p 100.

24. 'Virgin starts Europe's first live on-lino radio'. Murketirig Week (15 March 1996). p. 15.

25. 'The imee and future mall'. Tin: Economist (1 November

199"), pp. 92, 97; 'Startling increase' in Internet shopping reported in .Vi?«> Commerceffe&N&lsen Media Research Survey, CommerceNei press release, wivwconim (12 March 1997).

26. Amy Cortese, 'A census in cyberspace', op. oit., p. 84; James Champy, 'The cyber-future is now'. Sales anil Marketing Management (September 1997), p. 28.

27. Yovovich, 'Girls in eyborspwce', MarketingNev&s (fi

December 1997), pp. S, 12; Paul M. Eng, 'Oibergiants see die future and it's Jack and Jill'. Business Week (14 April 1997), p. 44.

28. See Retieoea I'iirto Heath, The frontiers of psycliojjraphics'. American Denuigrapliivs (July 1996), pp 38—13

29 fwtler. Armstrong, Gurmiiighaoi and Warren, op. eit.. pp. 526-7.

32. See Kathy RehclJo, 'Alfiking money on the Net", Busi'm'sK Week (23 September 1996), pp. 104-18.

34. See Frank Harrison, 'Net performs to a limited public', Marketing Week (14 Fehruary 1997), p. 32; Roger Baird, ".Microsoft invests in mtikluiedia future', Marketing Week (12 July 1996). pp. 14-15; Nzoiig Xiong, W>b advertising beyond banners', The New Ynrk Times (28 July 1997), p. 1)6.

35. Robert D. I {of. 'Internet comrnur] Sties', linsinefs Weak (5 May

36. Malcolm Laws, 'How firms miss out on the Internet', The Kitropean ("7-13 December 1995). p. 19.

38. Amy (Jortcse, 'It's called Webcasting, and it promises to deliver the info you want, straight to your PC', Business Week (24 February 1997), pp. 95-104; Mary J. Cronin, 'Using the Web to push key data to decision makers', fortune (29 September 1997), p. 254.

39 Corces. 'It's called Webcasting', p. 96. .See also Hong Levins, '(ironing impact of e-mail', fidiurr and Publisher (1 March 1997), pp. 26-7.

40. Kathy Re hello, 'Making money on the Nee', pp. 104-18

41. Deighttm, op. eit., p. 156; CNMIeadliue Xews (9 June 1997).

42. Ibid , p ISt). See also Wilson, 'Security alarm'.

43. Kee Ira Teinciwitz, 'Internet privacy concerns addressed1, Adverlisin4,tye (16 June 1997), p (>: Teinnvvitz. 'Net privacy debate spurs self-regulation'. Advertising Age (9 .lune 1997), p 36.

44. Set; Eniaii Roman. Integrated Direct Marketing (Xevv Yorlc McGraw-Hill, 1988), p. 108; Mark Suelieeki, 'Integrated marketing: making it pay', Direcc (October 1993). p. 43.

45 Gary Evans, 'Valentine boom for Flying Flowers', Financial Time* (15 February 1994), p. 22: Air Alilcx Members' Newsletter, Air Miles Travel Promotions Ltd (Winter 1995); Ian Harding, Trois Sifisses change the image of mail order', The European (2-8 December 1994), p 28

46. Parts of this section are based on Terrenee H. Witkou'ski, 'Self-regulation will suppress direct marketing's downside', Marketing News (24 April 1989), p. 4. See also Kit tic Huldoon, 'The industry must rebuild its image', Direct (April 1995). p. K)f).

47 'Hi lio. hi ho, do\vn the data mine ive go', op. Cit.; John Ilagel III and Jeffrey F. Ray-port, 'The coming battle I'or customer information', Harvard Business Rt-uicii- (January-February 1997), pp. 53-65.

C7ase 22: Virgin Direct * 985

Direct Mail Secrets Exposed

Direct Mail Secrets Exposed

This audio and guide will help you know everything about How To Profit Wildly In The Direct Mail Industry.

Get My Free Ebook

Post a comment