Trust and direct marketing environments: a consumer perspective

Article Abstract:

Research has revealed that consumers are more willing to share personal information and to consider buying products and services offered to them by direct marketing if they feel trust and commitment. In order to develop such trust and commitment, companies should demonstrate competence, fairness, promise fulfillment, delivery excellence, and integrity. The sample group included 500 consumers, from which there was a response rate of 23%. Details of the research and its findings are included.

Direct Marketing, Research, Surveys, Consumers

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Patterns and determinants of global marketing

Article Abstract:

International business organisations operate individual country programs for marketing activities rather than a global marketing approach. Global branding and global packaging concepts are heavily employed, however. Global marketing techniques vary from country to country. Japanese organisations adopt global branding while actively pursuing local distribution activities and sales operations. Other findings are discussed.

Intnl Marketing, Marketing, International aspects, International trade, Export marketing

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