A Review of Direct Marketing and How It Can be Applied to the Wine Industry
Abstract
The article details the reasons for the growth of direct marketing and the basic principles as they are applied to the wine industry. To use direct marketing successfully its role as an application of the marketing concept needs to be understood. In particular, the use of database marketing is described; and eight key steps towards establishing and implementing a database are given.
Keywords
Citation
Rowe, C.W. (1989), "A Review of Direct Marketing and How It Can be Applied to the Wine Industry", European Journal of Marketing, Vol. 23 No. 9, pp. 5-14. https://doi.org/10.1108/EUM0000000000586
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited