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Contesting the future

Authors
  • Tyrrell, B1
  • 1 City University Business School, Frobisher Crescent, Barbican Centre, London, EC2Y 8HB , London
Type
Published Article
Journal
Interactive Marketing
Publisher
Palgrave Macmillan UK
Publication Date
Jul 01, 1999
Volume
1
Issue
1
Pages
23–30
Identifiers
DOI: 10.1057/palgrave.im.4340003
Source
Springer Nature
Keywords
License
Yellow

Abstract

This paper looks at some of the wider influences on marketing generally and direct marketing in particular and challenges some received wisdoms. Looking at some of the trends observable in society and at parallels from politics it helps raise our awareness of alternative scenarios for direct marketing. The world is changing very fast; what was true five years ago or today does not necessarily hold good for the long term.

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