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Full-Text Articles in Business
Just Tell Me The Rules! Or When Did The Rules Change?, Valerie Christian
Just Tell Me The Rules! Or When Did The Rules Change?, Valerie Christian
WCBT Faculty Publications
Anne is an experienced direct marketer. Just promoted to CEO, Anne proves to be naïve in managing The ABC Catalog Company, despite her twenty years of experience with the company. She prefers to set simple, straightforward rules for her direct reports to follow. Her management philosophy has been influenced by advice from her mentor and by her personal experiences working with her direct reports when they were her colleagues. According to Anne “The big picture is for her (and perhaps her newly-appointed and trusted CFO, Jeff) to worry about.” Anne feels that many of her direct reports are incapable or …
You've Got News: A Permission-Marketing Model Using Sponsored Electronic Newsletters, Anca C. Micu, Clyde H. Bentley
You've Got News: A Permission-Marketing Model Using Sponsored Electronic Newsletters, Anca C. Micu, Clyde H. Bentley
WCBT Faculty Publications
A model is proposed for ISP customers to receive sponsored electronic newsletters in exchange for a discount on the Internet fee. In the model, both online newspapers and ISPs receive fees from the advertisers while the end consumer pays less for the Internet connection. Advertisers gain by sending better-targeted messages through an accepted medium. In addition to collecting part of the advertising fees, the ISPs increase their customer base by offering an incentive as well as value-added services. Adherence to the model appeared to vary with gender, age, and attitude toward e-mail marketing.
An Economic Model Of Permission Marketing: Win-Win-Win Relationship Building Among Marketers, Isps, And Internet Users, Anca C. Micu, Yan Jin, Clyde H. Bentley, Glen T. Cameron
An Economic Model Of Permission Marketing: Win-Win-Win Relationship Building Among Marketers, Isps, And Internet Users, Anca C. Micu, Yan Jin, Clyde H. Bentley, Glen T. Cameron
WCBT Faculty Publications
A model is proposed for ISP customers to accept e-mail marketing in exchange for a discount on the Internet fee. Adherence to the model appeared to vary with age, number of e-mails received per day, and with the amount of the current fee. Authors recommend marketers send fewer, better-targeted, and personalized e-mails.