| Case Title |
Direct
Marketing - The Road Ahead |
| Case Author(s) |
Pramod Allamaraju Shilov
P. Mani
|
| University |
T. A. Pai Management Institute
(TAPMI), Manipal, India |
| Abstract |
A
Direct Marketing (DM) agency struggled to establish itself in this nascent
industry in India. The agency was trying to define what DM was and how it
differed from direct sales. An industry survey concluded that companies
were lukewarm to DM, which was seen simply as a glorified mailer service.
Is there a future for DM? |
| Available In |
MIP Case Collection |
| Publisher |
T. A. Pai Management Institute (TAPMI),
Manipal, India |
| Publisher Case No. |
1998-2000-15 |
| Distributor(s) |
T. A.
Pai Management Institute (TAPMI), Manipal, India
|
| Pub/Rev Date |
04/01/2000 |
| ISBN |
|
| Case Length |
3 |
| Teaching Note |
No |
| Pub TN Ref No. |
|
| Pages (TN) |
|
| Issues |
Direct Marketing; Market Development.
|
| Organisation(s) |
|
| Countries |
India |
| Industry |
Business Services & Equipment |
| Period Covered |
1998-2000 |
| Level |
Postgraduate |