Direct marketing for establishing the relationships between buyers and sellers

This article describes a study of direct marketing and the relationships between buyers and sellers. The investigation was carried out by Erasmus University of Rotterdam, on behalf of the Lester Wunderman Institute, Amsterdam, the Netherlands. The Institute aims at promoting a more professional approach to the practice of direct marketing by, for instance, encouraging research into the strategic aspects of direct marketing. “Direct marketing and relationships” is the heading of one such study, carried out by E. Peelen, C. F. W. Ekelmans and P. Vijn.