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Horizontal Marketing: Optimized One-to-one Marketing1

In: Operational Research in Industry

Author

Listed:
  • Michael P. Haydock
  • Eric Bibelnieks

Abstract

As we approach the next century, direct marketers face a set of challenges that is far different than those the industry contended with during its explosive growth over the last twenty years. A quick synopsis of the current changing conditions brings this home. The percentage of households purchasing through the mail has been essentially flat since 1993. The consumer base is becoming increasingly diverse and individualistic. The average number of promotions received per household continues to climb. The cost of advertising (and in particular paper, postage, and ink) reached an all-time high in 1995 and continues to climb. Consumers increasingly demand services such as phone orders and expedited delivery as standard. New and often large traditional retail companies are adding direct marketing to their channel mix even as the industry consolidates. And consumers are presented with increasingly attractive alternatives to mail for the direct purchase of goods and services in their homes.

Suggested Citation

  • Michael P. Haydock & Eric Bibelnieks, 1999. "Horizontal Marketing: Optimized One-to-one Marketing1," Palgrave Macmillan Books, in: Tito A. Ciriani & Stefano Gliozzi & Ellis L. Johnson & Roberto Tadei (ed.), Operational Research in Industry, chapter 12, pages 247-267, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-37292-4_12
    DOI: 10.1057/9780230372924_12
    as

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