Special Issue on Direct Marketing
Introduction
Zeitschrift f?r Betriebswirtschaft; Deadline 15 Sep 2006
: : : Posting
: : cfp
Date: Tue, 2 May 2006 14:08:13 +0200
From: "Manfred Krafft" <m.krafft@uni-muenster.de>
Special Issue of ‘Zeitschrift für Betriebswirtschaft’ on “Direct Marketing” –
Call for Papers
Dear colleagues,
The importance of direct marketing has been steadily increasing in the last years. In many developed countries, more resources are devoted to direct marketing than traditional mass advertising. Accordingly, with these developments direct marketing advances towards an ever more acknowledged area of scientific research. Many interesting managerial problems warrant innovative and implementation-oriented solutions. To give those scientific solutions a renowned and widely read forum we will edit a special issue on “Direct Marketing” of the Zeitschrift für Betriebswirtschaft (ZfB) in Summer 2007.
As editors of this special issue we would like to invite you to submit manuscripts. Before submitting your manuscript, please check the formal requirements of ZfB at . Manuscripts have to be submitted electronically at the same website until September 15th. Please add a comment while uploading your manuscript that you are submitting this paper for our special issue. All papers will go through a double-blind review process. Please find enclosed a non-exclusive list of potential topics. For any additional inquiries please contact Manfred Krafft.
We are looking forward to many inspiring manuscripts addressing issues that are interesting for both researchers and practitioners.
With best regards
Prof. Dr. Manfred Krafft
Institute for Marketing
University of Münster
Jürgen Gerdes
Chief Executive Officer and Member of the Board,
Division „Brief”, Deutsche Post World Net, Bonn
Call for Papers
ZfB Special Issue on Direct Marketing
All manuscripts containing original research on the following aspects of direct and interactive marketing in the context of consumer goods, services and industrial marketing may be submitted for review. The following research areas are particularly relevant for the special issue:
- Direct marketing and database marketing management
- Strategies in interactive communication
- Operational and tactical issues in interactive communication
- Customer and management behavior in interactive environments
- Design and test of marketing activities in interactive environments
- Strategic usage of information and information technology, especially related to
- customer value,
- customer relationship management,
- cross selling,
- data mining and
- international direct marketing.
- Management of interactive channels, in particular
- cross media management and
- multi-channel management.
- Strategic communication:
- efficacy and efficiency of direct marketing communciation,
- consumer behavior and interactive / direct marketing,
- customer relationships, satisfaction and loyalty in interactive / direct marketing, and
- customer acquisition, retention and reacquisition in interactive / direct marketing.
- Changes in organizations with respect to interactive marketing environments:
- influences of interactive technologies on the organization of marketing,
- management of marketing processes induced through interactive customer communication &
- organizational implementation of direct marketing.
- Aspects of dialog marketing:
- dialog disposition of individuals and organizations,
- dialog ability of individuals and organizations, and
- dialog behavior and dialog media.
Other topics may be considered for the special issue if a substantial connection to interactive or direct marketing is present. For any inquiries please contact Manfred Krafft at +49 251 8325025 or at mkrafft@uni-muenster.de.