Marketing

Articles from January 23

American Slashes Fares as Airline Price War Erupts
American Airlines this week launches new cut-price fares from the UK to over 200 US destinations. The scale and depth of the cuts constitute the airline industry's first open declaration of a price war. American has implemented across-the-board...
Call for Far More Direct Self-Control
I am not an enthusiastic direct buyer: I loathe parting with money and agonise deeply before doing so. However, my avarice is compensated for by my wife. Not only does she spare me the pain of purchase, she also loves buying through the post. ...
Crowded Skies Dampen Sunrise's New Dawn
No ITV sales seat is easy, but the hottest of them all must be the one shortly to be filled by Clive Crouch, currently sales controller at Scottish Television. He's taking over as sales director at new breakfast TV franchisee Sunrise, just as the...
Cutting Questions of Tax
Within the past few days, expectations of a clear Labour election win -- euphorically proclaimed in the appropriate quarters -- have been given another cold shower. Just as the claim that the people really did want a sustained, quality of public services...
Gaining Access to an Untapped Market
Priscilla Meredit likes art. She loves going to the Hayward Gallery but she hates going to the Royal Academy. The reason has nothing to do with aesthetic judgement, everything to do with the buildings' design. Meredith uses a wheelchair. The Hayward...
In Defence of the List
The BBC's highly-paid custodian of consumer rights, Esther Rantzen, was reasonably polite about the direct marketing sector on her programme two weeks ago -- before attacking a New York junk jewellery operation (banned from selling by post in the US),...
Keeping IDV's Spirits Up
Nestling down in a chair in his eyrie just a stone's throw from London Zoo, Paul Curtis sits pretty as mother hen on a global golden egg. He works for the biggest spirits company in the world, and it's rolling in profit. He is its president of international...
Putting List Quality over Quantity
The direct marketing and list broking industry needs to get its act together. For some time now it has been digging itself into a deep hole, through its own pricing and promotion tactics. Database operators have become adept at making grandiose...
Rover Breaks the Mold
Car firm Rover has challenged traditional client/agency relationships with a decision to set up a new agency to handle its marketing. Contrary to earlier rumours, the new marketing agency will not be an in-house operation but totally separate. ...
Sensitive to the Consumer
In these enlightened times, when children appear to know more about sex, smoking and the environment than their parents, it comes as a shock to learn that there is at least one major gap in their education. Girls, some up to 14 years of age, know little...
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