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From Mail Order to Home Shopping: Revitalising the Non-Store Channel

Greenland, Steven J. and McGoldrick, Peter J. (1991). From Mail Order to Home Shopping: Revitalising the Non-Store Channel. Journal of Marketing Channels,1(1):59-85.

Document type: Journal Article
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Title From Mail Order to Home Shopping: Revitalising the Non-Store Channel
Author Greenland, Steven J.
McGoldrick, Peter J.
Journal Name Journal of Marketing Channels
Publication Date 1991
Volume Number 1
Issue Number 1
eISSN 1540-7039
Start Page 59
End Page 85
Total Pages 27
Place of Publication United States of America
Publisher Routledge
Field of Research COMMERCE, MANAGEMENT, TOURISM AND SERVICES
Abstract Mail order has become an important acquisition target for retailers wishing to diversify their channels, or to internationalise their operations. Until very recently however the channel has suffered from a dowdy, down-market image, reflecting the lack of a strong marketing orientation. The arrival of the Next Directory did more than any other U.K. launch to break these streotypes and to change attitudes. There is now an urgent need to examine the full range of consumer motivations that can be satisfied, and to re-examine the market segments that can be reached. Only through this process can mail order be transformed effectively and fully into home shopping.
DOI http://dx.doi.org/10.1300/J049v01n01_05   (check subscription with CDU E-Gateway service for CDU Staff and Students  check subscription with CDU E-Gateway in new window)
 
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Created: Tue, 06 Jun 2017, 11:37:38 CST by Marion Farram