Journal of Direct, Data and Digital Marketing Practice: Editorials and Opinions

In Memoriam: Professor Derek A Holder F IDM (1951-2012) — Chris Barraclough Hon F IDM, Heather Westgate Hon F IDM, Neil G. Morris F IDM, Journal of Direct, Data and Digital Marketing Practice Vol. 13 No. 4
[27 Apr 2012] Professor Derek A Holder F IDM (1951 – 2012)
Co-Founder and Managing Director of the IDM
Co-Editor in Chief, Journal of Direct, Data and Digital Marketing Practice

Opinion Piece: Mobile — More than a magic moment for marketers? — David Stone, Journal of Direct, Data and Digital Marketing Practice Vol. 13 No. 4
[27 Apr 2012] Since the year 2010, the adoption of ‘smart mobile devices’ by consumers in the United Kingdom has increased dramatically. The mobile phone is ubiquitous. More mobile phones exist than personal computers. The interactive digital capabilities of smartphones, and more recently tablet computers, to connect not just socially but to engage and transact directly with brands and retail services through the mobile internet, is a new dimension for consumers, brands and services. Mobile commerce (m-commerce) in the United Kingdom has in the past been littered by many ‘false dawns’. This has been due to slower-than-expected diffusion of mobile technologies and unrealistic aspirations by the telecommunications and marketing industries. The supply chain driving the mobile ecosystem has wrestled with competing legacy issues to generate revenue, while seeking to leverage mobile consumers’ access to the most advanced technologies. Smartphones are now able to empower consumer uses, expression and purchasing decisions, almost anywhere. The ‘tipping point’ for consumer adoption of m-commerce is evident. This has radical implications for brand relationships and the evolution of multi-channel digital strategies. The mobile internet is becoming a powerful purchasing tool in the hands of consumers. But equally, consumers want to be able to trust the technology. They need to understand the relevance of product benefits to their expectations and situation. Brands need to leverage relevant engagement via the mobile if they are not to be left behind. (15 pages, FREE download)

Opinion Piece: How to leverage training to empower the creative leaders of tomorrow — Lisa Bodell, Journal of Direct, Data and Digital Marketing Practice Vol. 13 No. 3
[01 Jan 2012] Learning & development (L&D) is a dynamic field that is currently in a state of great transition. At present, organizations are faced with the task of managing the economic, technological and social shifts revolutionizing every facet of business. It’s now more necessary than ever for L&D teams to look to the future and take tangible steps to prepare the new crop of leaders for the reality that awaits them. With a global, multi-generational workforce and new tools and technologies being developed all the time, it has never been more important to understand the forces driving these changes and to use them to create more effective and innovative programmes that will enable future leaders to excel. (5 pages, FREE download)

Editorial — Robin Fairlie, Journal of Direct, Data and Digital Marketing Practice Vol. 13 No. 3
[01 Jan 2012] A brief introduction to papers in this issue. (2 pages, FREE download)

Guest Editorial: Advanced Analytics - Barry Leventhal, Journal of Direct, Data and Digital Marketing Practice Vol. 13 No. 2
[01 Oct 2011] A brief introduction to papers in this issue. (2 pages, FREE download)

Opinion piece: Social CRM: How companies can link into the social web of consumers — Olaf Acker, Florian Gröne, Fares Akkad, Florian Pötscher and Rami Yazbek, Journal of Direct, Data and Digital Marketing Practice Vol. 13 No. 1
[01 Jul 2011] Social networking and other new technologies have given rise to the ‘social consumer’, who now has the means to share reviews and opinions about virtually every kind of product and service. As a result, the days of the one-to-one relationship between companies and their customers are over. Now companies must contend with the huge and growing social web, where customer experiences and opinions are shared on a massive scale, and corporate reputations can be ruined almost instantaneously. Navigating this new world requires a new way of approaching customer relationship management, commonly called social CRM. (8 pages, FREE download)

Editorial: The IDM goes digital — Derek Holder, Robin Fairlie, Journal of Direct, Data and Digital Marketing Practice Vol. 13 No. 1
[01 Jul 2011] A brief introduction to papers in this issue. (2 pages, FREE to download)

Opinion piece: In which contexts do different market segmentation strategies work best? — Richard Webber, Journal of Direct, Data and Digital Marketing Practice Vol. 12 No. 4
[11 May 2011] Segmentation is a term that is found in every textbook and every course on marketing; a number of articles have been devoted to it in learned journals. It is therefore a matter of surprise that nowhere in this mass of material has the author been able to find even a glimmer of recognition that the very concept of segmentation itself requires to be segmented: there are many ways of segmenting an audience, and some of them are better suited to some audiences — and some projects — than to others. This paper suggests the creation of a two-dimensional grid, setting the principal different segmentation techniques on one axis against, on the other axis, the commonest circumstances (of industry sector and consumer life cycle) in which these techniques are applied. (5 pages, FREE to download)

Editorial — Derek Holder, Robin Fairlie, Journal of Direct, Data and Digital Marketing Practice Vol. 12 No. 4
[11 May 2011] A brief introduction to papers in this issue. (3 pages, FREE to download)

Opinion piece: Built in or bolt on: Why social currency is essential to social media marketing — Mark Ralphs, Journal of Direct, Data and Digital Marketing Practice Vol. 12 No. 3
[10 Feb 2011] How to make the most of social media is a leading topic for today’s marketers. This often focuses thinking on social media platforms like Facebook, Twitter or Foursquare, rather than gaining a deeper understanding of why consumers talk about brands. Brands need to have or acquire ‘social currency’, essential for successful social media marketing. (5 pages, FREE download)

Editorial — Derek Holder, Journal of Direct, Data and Digital Marketing Practice Vol. 12 No. 3
[10 Feb 2011] A brief introduction to papers in this issue (2 pages, FREE to download)

Opinion piece 2: Integrating social into your business — Graeme Foux, Journal of Direct, Data and Digital Marketing Practice Vol. 12 No. 2
[29 Oct 2010] In late 2005, I wrote a paper for this journal entitled ‘Customer communities herald new ground rules for successful marketing ’. At that time, the terms ‘social networking’ or ‘social media’ had yet to enter the mainstream. Instead, the digerati talked about ‘Communities’, which along with content and commerce were the three Cs identified in the emerging days of the internet. Online content came of age in the late 1990s and commerce in the early nineties. Communities were therefore the laggard in development, only beginning to build mass market momentum in 2005. Four years later the world is a very different place: internet access is a prerequisite for most, and social media vies with mobile for hottest topic among digital marketers. Social activity has exploded online, with time spent on social networks growing at three times the overall internet rate. Most critically, the ‘social customer’ has emerged in record time, turning the world of marketing upside down and challenging companies to fundamentally adjust their approach. (9 pages)

Opinion piece 1: Customer retention management in the recession — John Ginn, Merlin Stone and Yuksel Ekinci, Journal of Direct, Data and Digital Marketing Practice Vol. 12 No. 2
[29 Oct 2010] The purpose of this article is to explore customer retention strategies and tactics
implemented by firms in recession. Our investigations show just how big a challenge many organizations face in their ability to manage customer retention effectively. While leading organizations have embedded real-time customer life cycle management, developed accurate early warning systems, price elasticity models and ‘deal calculators’, the organizations we spoke to have only gone as far as calculating the value at risk and building simple predictive models. (13 pages)

Editorial — Derek Holder, Robin Fairlie, Journal of Direct, Data and Digital Marketing Practice Vol. 12 No. 2
[29 Oct 2010] A brief introduction to papers in this issue (2 pages)

Opinion piece: Multi-channel customer management: Delighting consumers, driving efficiency — Michael Peterson, Florian Grone, Karsten Kammer, Journal of Direct, Data and Digital Marketing Practice Vol. 12 No.1
[12 Aug 2010] In today’s maturing consumer markets, emphasis is shifting from straightforward sales to a more holistic approach to customer life cycle management, with a stronger emphasis on how sales are generated and service provided all along the customer journey. Effectively managing these different marketing, sales and service channels poses a significant challenge. Companies need new strategies, structures, processes and tools to deliver customer value across all channels. (8 pages, FREE)

Opinion piece: Obama: The marketing lessons — Mark Pack, Journal of Direct, Data and Digital Marketing Practice Vol. 12 No. 1
[12 Aug 2010] The use of direct marketing techniques by political parties and individual candidates has been growing in western democracies in recent years. This trend reached its apogee (to date) in the recent US Presidential election, with a huge boost in online campaigning, and the use of social networks in particular. Therefore, we offer the following analysis of the marketing aspects of President Obama’s campaign not so much for the marketing lessons that our readers might directly derive from it (although in our view there certainly are some), as for the general interest that marketers might have in the ways in which their skills are used in the highest of all high-profile activities. (8 pages, FREE download)

Editorial — Derek Holder, Robin Fairlie, Journal of Direct, Data and Digital Marketing Practice Vol. 12 No. 1
[12 Aug 2010] A brief introduction to papers in this issue (1 page, FREE to download)

Editorial — Derek Holder, Robin Fairlie, Journal of Direct, Data and Digital Marketing Practice Vol. 11 No. 4
[01 Apr 2010] A brief introduction to papers in this issue. (3 pages, FREE download)

Opinion piece: What innovation programmes can learn from sales — Lisa Bodell, Journal of Direct, Data and Digital Marketing Practice Vol. 11 No. 4
[01 May 2010] Innovation is a critical business function that is still woefully misunderstood and mismanaged within companies. Organizations that leverage some of the best practices from sales teams — pipeline management, well-defined goals and quotas, established incentives, and more — can lay the foundation for a winning innovation effort . (7 pages, FREE download)

Opinion piece: my ten year top ten — Dave Chaffey, Journal of Direct, Data and Digital Marketing Practice Vol. 11 No. 3
[01 Jan 2010] A personal review by the author of the ten most significant contributions to the Journal over its first 10 years which reflect important issues in marketing practice. The contributions are grouped within themes of customer relationship management and data management; integrated communications; consumer behaviour and attitudes; branding; multichannel marketing; marketing governance; and marketing optimisation. The changes to consumer behaviour and communications techniques facilitated by the internet and digital technologies are a theme throughout the review. (5 pages, FREE download)

Opinion piece: DMA shapes up for future challenges — Chris Combemale, Journal of Direct, Data and Digital Marketing Practice Vol. 11 No. 3
[01 Jan 2010] This paper explains the changes that have taken place at the Direct Marketing Association (DMA) and how they will help the DMA fulfill its strategic remit. The paper reviews the structural changes that have been made to both the governance structure and management structure. It outlines the core remit of the DMA and discusses how the new structures will impact successful outcomes. It also outlines the leadership DMA takes with government to preserve commercial freedoms, and discusses some key initiatives on the environment, data security and mobile marketing that will be cornerstone activities in 2010 and beyond. (3 pages, FREE download)

Editorial — Derek Holder, Robin Fairlie, Journal of Direct, Data and Digital Marketing Practice Vol. 11 No. 3
[01 Jan 2010] A brief introduction to papers in this issue. (2 pages, FREE download)

Editorial — Derek Holder, Robin Fairlie, Journal of Direct, Data and Digital Marketing Practice Vol. 11 No. 2
[01 Oct 2009] A brief introduction to papers in this issue. (3 pages, FREE download)

Editorial — Derek Holder, Journal of Direct, Data and Digital Marketing Practice Vol. 11 No. 1
[01 Jul 2009] A brief introduction to papers in this issue. (2 pages, FREE download)

Editorial — Derek Holder, Robin Fairlie, Journal of Direct, Data and Digital Marketing Practice Vol. 10 No. 4
[01 Apr 2009] A brief introduction to papers in this issue. (2 pages, FREE download)

Opinion piece: Credit crunch-data crunch? — Nick Backhouse, Journal of Direct, Data and Digital Marketing Practice Vol. 10 No. 4
[01 Apr 2009] This paper considers the effect of the economic down turn on consumers' attitudes and the implications on data driven customer relationship management programmes. As consumers become more cautious in terms of spending and more cynical with regards to financial services, how will data modelling and segmentation strategies built in 'better days' adapt to the new world of the credit crunch? (4 pages, FREE download)

Editorial by Guest Editor — Bruce Biegel, Journal of Direct, Data and Digital Marketing Practice Vol. 10 No. 3
[01 Jan 2009] The current view and outlook for the future of marketing automation… (13 pages, FREE download)

Editorial — Derek Holder, Robin Fairlie, Journal of Direct, Data and Digital Marketing Practice Vol. 10 No. 2
[01 Oct 2008] A brief introduction to papers in this issue. (3 pages, FREE download)

Editorial — Derek Holder, Robin Fairlie, Journal of Direct, Data and Digital Marketing Practice Vol. 10 No. 1
[01 Jul 2008] A brief introduction to this issue's papers. (2 pages, FREE download)

Opinion piece: Reinventing direct marketing — Alan Mitchell, Iain Henderson and Doc Searls, Journal of Direct, Data and Digital Marketing Practice Vol. 10 No. 1
[01 Jul 2008] Direct marketing is now faced with endemic crisis. Toxic ingredients of this crisis include rising consumer concerns about privacy and data protection, growing hostility and resistance to unwanted messaging, rising costs, falling returns, increasing concerns about environmental impact, and intensifying regulatory scrutiny and restrictions. (13 pages, FREE download)

Editorial — Derek Holder, Robin Fairlie, Journal of Direct, Data and Digital Marketing Practice Vol. 9 No. 4
[01 Apr 2008] A brief introduction to this issue's papers. (2 pages, FREE download)

Opinion piece: Complaint management — Mike Hayward, Journal of Direct, Data and Digital Marketing Practice Vol. 9 No. 4
[01 Apr 2008] Customers are contacting organisations all the time about their dissatisfaction with products and services. If an organisation really wants to understand its customers, the first thing it should do is to ensure that it has effective complaint management processes in place. Customers’ complaints provide real, first-hand feedback to an organisation and should be the first place to look to understand why customers may be dissatisfied with your products or services. (3 pages FREE download)

Editorial — Derek Holder, Robin Fairlie, Journal of Direct, Data and Digital Marketing Practice Vol. 9 No. 3
[01 Jan 2008] A brief introduction to this issue's papers. (2 pages, FREE download)

Opinion piece: Social media: Should marketers engage and how can it be done effectively? — Glen Drury, Journal of Direct, Data and Digital Marketing Practice Vol. 9 No. 3
[01 Jan 2008] From the success of social networking sites to the explosion in user-generated content, we have seen a dramatic shift in how consumers interact with the internet. The rise of social media as an influential marketing channel has, however, caught many in the industry off guard. Online advertising has been criticised for its creative limitations for years, but changes in the internet landscape have created new opportunities to engage with customers in ways not possible through offline channels. (4 pages, free sample edition)

Opinion piece: Web 2.0 commentary — Alan Mitchell, Journal of Direct, Data and Digital Marketing Practice Vol. 9 No. 3
[01 Jan 2008] When push comes to shove the assumptions at the heart of marketing are pretty simple. Marketing is about persuasion by communication. Marketers send persuasive messages to consumers, who internalise these messages and then act upon them. (3 pages)

Opinion piece: Web 2.0:Profiting from the threat — Stefan Eikelmann , Jad Hajj and Michael Peterson, Journal of Direct, Data and Digital Marketing Practice Vol. 9 No. 3
[01 Jan 2008] By all accounts, Web 2.0 — the second generation of web-based services and communities that emphasise online collaboration, networking and user-created content — is growing at a phenomenal pace. A recent Booz Allen Hamilton study shows just how prevalent this interactive consumer behaviour has become and, at the same time, puts to rest any notion that social networkers are all 17-year-old boys — or that ‘ average people ’ don ’ t read Weblogs. The study found that 50 per cent of all internet users frequent social media sites, and that more than half of the visitors to MySpace, the notoriously youth-oriented social networking site, are 25 or older. (3 pages, free sample edition)

Editorial — Derek Holder, Robin Fairlie, Journal of Direct, Data and Digital Marketing Practice Vol. 9 No. 2
[01 Oct 2007] A brief introduction to this issue's papers. (2 pages, FREE download)

Opinion: Could shared responsibility on consent , data maintenance, the environment, and data security provide a renaissance for direct communications ? (abb.) — Mark Chipperfield, Journal of Direct, Data and Digital Marketing Practice Vol. 9 No. 2
[01 Oct 2007] This opinion piece explores the relationship between consumers, their data and the direct marketing industry. The author looks at how the balance of data ownership and management may shift toward the consumer in the battle for trust, and in relation to both environmental responsibility and fending off of further industry legislation. (5 pages, FREE download)

Editorial — Derek Holder, Robin Fairlie, Journal of Direct, Data and Digital Marketing Practice Vol. 9 No. 1
[01 Jul 2007] A brief introduction to this issue's papers. (2 pages, FREE download)

Opinion: The challenges facing today’s business leaders — Sir Martin Sorrell, Journal of Direct, Data and Digital Marketing Practice Vol. 9 No. 1
[01 Jul 2007] WPP companies provide clients with advertising, media investment management, information, insight and consultancy, public relations and public affairs, branding and identity, healthcare and specialist communications. Collectively, WPP employs 98,000 people in more than 2,000 offices in 106 countries. At the helm of this collosal marketing and communications services group is Sir Martin Sorrell. Read his take on the challenges facing today’s business — and marketing — leaders. (13 pages, FREE download)

Editorial — Derek Holder, Robin Fairlie, Journal of Direct, Data and Digital Marketing Practice Vol. 8 No. 4
[01 Apr 2007] A brief introduction to this issue's papers. (2 pages, FREE download).

Opinion: Direct marketing: Options for the future — Peter Simpson, Journal of Direct, Data and Digital Marketing Practice Vol. 8 No. 4
[01 Apr 2007] Direct marketers have a choice to make. We have come a long way over the last 30 years and achieved much. The volume and value of the industry is an unquestionable testament to its success. But we are now faced with a real dilemma: we are like graduates, fresh from the university with a good degree — the world is our oyster, but which direction do we take? (5 pages, FREE download)

Editorial — Derek Holder, Robin Fairlie, Journal of Direct, Data and Digital Marketing Practice Vol. 8 No. 3
[01 Jan 2007] A brief introduction to this month's papers. (2 pages, FREE download).

Editorial — Derek Holder, Robin Fairlie, Journal of Direct, Data and Digital Marketing Practice Vol. 8 No. 2
[01 Oct 2006] A brief introduction to this month's papers. (2 pages, FREE download)

Editorial — Derek Holder, Robin Fairlie, Journal of Direct, Data and Digital Marketing Practice Vol. 8 No. 1
[01 Jul 2006] A brief introduction to this month's papers. (2 pages, FREE download).

Opinion: Telemarketing heading for a meltdown? — Tim Beadle, Journal of Direct, Data and Digital Marketing Practice Vol. 8 No. 1
[01 Jul 2006] Have you been frustrated by unwanted telephonic intrusion? At home, at work? And have you noticed how the calls increasingly seem to come from India? And, unless you have been avoiding newspapers and TV, you will certainly have seen the BT privacy ads. Now, you may have heard of the Telephone Preference Service (TPS) — a list of people who do not want to receive unsolicited telemarketing calls. In November 2005 it hit 11.5 million numbers. Which means that fully 40 per cent of all UK landlines are now signed up to the TPS. What makes this so significant is not the absolute number but the sheer rate of change. (5 pages)

Response: Telemarketing in the UK will die on St Valentine’s Day 2007 — Mike Hayward, Journal of Direct, Data and Digital Marketing Practice Vol. 8 No. 1
[01 Jul 2006] The author has no doubt that the doomsday scenario painted by Tim Beadle contains an element of truth; poor telemarketing is without doubt responsible for the exponential growth in TPS registrations. But does this really mean the death of an industry by 2007? What the author hopes it does mean is the death of untargeted mass dialling; but it by no means marks the end of outbound calling by those companies which focus on what the Henley Centre called in 1998 the 3Rs of outbound calling: relationship, relevance and respect. (2 pages)

Opinion piece: The impact of direct marketing to the dearly departed – Understanding cause and consequences — Karen Webster, Journal of Direct, Data and Digital Marketing Practice Vol. 8 No. 1
[01 Jul 2006] This paper explains why the economic impact is merely the tip of the iceberg. It considers the damage of unwanted mailings on customer relations and business reputations, and highlights how they are adding to the increasing problem of impersonation fraud. (3 pages)

Editorial — Derek Holder, Robin Fairlie, Journal of Direct, Data and Digital Marketing Practice Vol. 7 No. 4
[01 Apr 2006] A brief introduction to this month's papers. (2 pages, FREE download).

Editorial — Derek Holder, Robin Fairlie, Journal of Direct, Data and Digital Marketing Practice Vol. 7 No. 3
[01 Jan 2006] A brief introduction to this month's papers. (2 pages, FREE download).

Editorial — Merlin Stone, Journal of Direct, Data and Digital Marketing Practice Vol. 7 No. 2
[01 Oct 2005] A brief introduction to this month's papers. (2 pages, FREE download).

Editorial — Derek Holder, Robin Fairlie, Journal of Direct, Data and Digital Marketing Practice Vol. 7 No. 1
[01 Jul 2005] A brief introduction to this month's papers. (2 pages, FREE download).

Opinion piece: The next big thing? — Alan Mitchell and Iain Henderson, Journal of Direct, Data and Digital Marketing Practice Vol. 7 No. 1
[01 Jul 2005] For the last 40 years, companies have collected information about consumers, stored this information on their own systems and used it for their own purposes. Now a vast new industry is emerging: personal data management services. Over the next decade, this industry will grow to be much bigger than today's CRM space, and will supplant many of today's CRM and database marketing activities. The foundation of this new industry is the personal knowledge bank.

Editorial — Derek Holder, Robin Fairlie, Interactive Marketing, Vol. 6 No. 4
[01 Apr 2005] A brief introduction to this month's papers. (2 pages, FREE download)

Editorial — Derek Holder, Robin Fairlie, Interactive Marketing, Vol. 6 No. 3
[01 Jan 2005] A brief introduction to this month's papers. (2 pages, FREE download)

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Opinion Piece: Clearing up media-neutral planning — Alan Tapp, Interactive Marketing, Vol. 6 No. 3
[01 Jan 2005] This opinion piece argues that the confusion stems from poor attention to the different decisions that are made in channels, communication mixes and finally media themselves. A process of media decision making is offered that suggests media decisions, though important, are among the last to be made, after first deciding on the broad marketing strategy and then the communications mix.

Editorial — Derek Holder, Robin Fairlie, Interactive Marketing, Vol. 6 No. 2
[01 Oct 2004] In this issue we include an important paper by Don Schultz on internal marketing. In it, Don advances five reasons why so many internal marketing initiatives fail. We have no quarrel with Don's reasons — still less with his excellent paper. And yet, and yet... (2 pages, FREE download)

Editorial — Derek Holder, Robin Fairlie, Interactive Marketing, Vol. 6 No. 1
[01 Jul 2004] We have dedicated this issue to business-to-business marketing. The first three papers, the case study and best practice pieces give extensive coverage of the subject. (2 pages, FREE download)

Editorial — Derek Holder, Interactive Marketing, Vol. 5 No. 4
[01 Apr 2004] In the five years since this journal was launched we have published no fewer than 28 papers whose primary focus has been on customer relationship management (CRM) — or should it be customer relationship marketing? Nobody seems quite sure — including Janet Winston, whose paper in this issue is an exploration of the extent to which CRM (she takes the two alternative readings to be effectively synonymous) has/has not met the expectations of its champions in UK financial services institutions.( 2 pages. Free Download)

Opinion Piece: The rise of real-time — Tony Coad, Interactive Marketing, Vol. 5 No. 4
[01 Apr 2004] Low inflation and globalisation are creating intense competition and pressure on costs. Companies now treat their expenditure on advertising more as an investment decision and must know the return on investment they can expect. A structural change in the advertising marketplace towards accountable advertising is taking place which is favouring measurable direct marketing techniques in place of ‘above-the-line’ advertising. (9 pages, FREE download)

Editorial — Derek Holder, Interactive Marketing, Vol. 5 No. 3
[01 Jan 2004] "... Technology advances the possibilities for transactions, information and promotion ... limited only by the imagination of marketers who employ them." (1 page, FREE download)

Opinion piece: Future technology in marketing — Ian Pearson, Interactive Marketing, Vol. 5 No. 3
[01 Jan 2004] Marketing has very fuzzy edges. All kinds of activities can stimulate markets, often unintentionally. To take a simple example, hackers act as unpaid marketers for McAfee, by stimulating demand for their anti-virus products. And in the future, marketing will get even fuzzier as new technologies open up new ways to promote products and services. (4 pages, FREE download)

Editorial — Robin Fairlie, Interactive Marketing, Vol. 5 No. 2
[01 Oct 2003] A brief introduction to this month's papers. (1 page, FREE download)

Editorial — Don E. Schultz, Interactive Marketing, Vol. 5 No. 1
[01 Jul 2003] An introduction to this month's papers examining the spectrum of views on brand equity and brand equity measurement. (1 page, FREE download)

Editorial — Derek Holder and Robin Fairlie, Interactive Marketing, Vol. 4 No. 4
[01 Apr 2003] A brief introduction to this month's papers. (1 page, FREE download)

Opinion piece: The next generation of integated marketing communication — Don E. Schultz, Interactive Marketing, Vol. 4 No. 4
[01 Apr 2003] When integrated marketing communications (IMC) first emerged in the late 1980s, it was a concept that challenged the traditional thinking of both academic and professional communities. And still does. (4 pages, FREE download)

Editorial — Derek Holder and Robin Fairlie, Interactive Marketing, Vol. 4 No. 3
[01 Jan 2003] If there is a single theme running through our first four papers in this issue, it is that of how we treat our customers — on the Web, in decision making and segmentation, on the telephone. (2 pages, FREE download. Vol. 4 No. 3, Jan 2003, kindly sponsored by Centrica)

Editorial — Derek Holder and Robin Fairlie, Interactive Marketing, Vol. 4 No. 2
[01 Oct 2002] A brief introduction to this month's papers. (1 page, FREE download)

Editorial — Derek Holder and Robin Fairlie, Interactive Marketing, Vol. 4 No. 1
[01 Jul 2002] This editorial raises the moral issue of how the proliferation of new technologies and channels gives marketers more opportunities to discriminate between customers. (2 pages, FREE download)

Editorial — Derek Holder and Robin Fairlie, Interactive Marketing, Vol. 3 No. 2
[01 Oct 2001] The editors discuss the merits—or otherwise—of the plethora of marketing terms that continues to grow in the new media age. (2 pages, FREE download)

Editorial — Barrie Spelling, Interactive Marketing, Vol. 3 No. 1, Special US Issue
[01 Jul 2001] Barrie Spelling, President of Global Personal Care at Colgate Palmolive, provides an overview of some of the articles put forth in this quarter's special US-centric issue of Interactive Marketing. (2 pages, FREE download)

Opinion piece: Optimised marketing in the Internet age — George Wiedemann, Interactive Marketing, Vol. 3 No. 1, Special US Issue
[01 Jul 2001] According to the author, we have reached a turning point in the history of interactive and direct marketing, and there are dramatically different rules we must now follow. George Wiedemann lays out what he sees as the crucial factors determining successful Internet marketing practice today. (4 pages, FREE download)

Opinion piece: Permission versus permissive marketing — Jerry Shereshewsky, Interactive Marketing, Vol. 3 No. 1, Special US Issue
[01 Jul 2001] About four years ago Seth Godin coined the phrase 'permission marketing'. Since then, Jerry Shereshewsky argues, the ideology of permission devolved into the practice of permissiveness. This paper is another attempt to explain permission fully, especially in contrast to the nature of what many have tried to pass off as permission marketing. (8 pages, FREE download)

Editorial — Derek Holder and Robin Fairlie, Interactive Marketing, Vol. 2 No. 4
[01 Apr 2001] The editors reply to a letter from a journal reader and also give a flavour of some of the papers found in this quarter's issue. (FREE download)

Editorial — Derek Holder and Robin Fairlie, Interactive Marketing, Vol. 2 No. 3
[01 Jan 2001] This editorial comments on the trend of consolidation within the dot-com world as well as introducing the contents of this quarter's issue of Interactive Marketing. (FREE download)

Opinion piece: Permission is not enough — Alan Rosenspan, Interactive Marketing, Vol. 2 No. 3
[01 Jan 2001] The theory of permission marketing is that people need only to agree to receiving a company's e-mails (to 'opt in') before the company markets to them happily ever after. In practice, however, it is far more complicated and even dangerous to companies and their brands. (4 pages, FREE download)

Editorial — Peter Mouncey, Interactive Marketing, Vol. 2 No. 2
[01 Oct 2000] This editorial advocates that the principle of CRM must be applied in practice to all parts of a business to bring about true customer centricity. (FREE download)

Editorial — Derek Holder and Robin Fairlie, Interactive Marketing, Vol. 2 No. 1
[01 Jul 2000] This editorial supplements the views put forward in the first two papers in this issue of Interactive Marketing. (FREE download)

Editorial: A new, emerging profession — Derek Holder and Robin Fairlie, Interactive Marketing, Vol. 1 No. 4
[01 Apr 2000] This editorial asserts that e-commerce will give rise to a new kind of marketer in the near future. (FREE download)

Opinion piece: Creativity in direct marketing — Mark Fiddes, Interactive Marketing, Vol. 1 No. 4
[01 Apr 2000] Traditionally, direct mail has enjoyed a cluster of creative advantages over other media. This paper proposes that smart Internet marketing must employ all of these tools in order to make the web-enabled customer king. (3 pages, FREE download)

Editorial — Derek Holder and Robin Fairlie, Interactive Marketing, Vol. 1 No. 3
[01 Jan 2000] This editorial opens the first issue of Interactive Marketing of the 21st Century. (FREE download)

Opinion piece: Chartering interactive marketing's 21st Century — Chris Macrae, Interactive Marketing, Vol. 1 No. 3
[01 Jan 2000] This paper charters the human value mega-trends which Chris Macrae expects to see shaping interactive marketing's 21st Century. The millennial generation has an extraordinary opportunity to transport human qualities and needs through the new media. The perspective taken focuses on what we will need to 'edit into' the integrity of the two main corporate intangible assets—brand and knowledge—if the human race is to grow e-business and e-society in a way that turns information-age networking into the most magically imaginative time in the history of human enterprise. (6 pages, FREE download)

Editorial — Derek Holder and Robin Fairlie, Interactive Marketing, Vol. 1 No. 2
[01 Oct 1999] This editorial cautions that the wider purpose and meaning of 'interactivity' must not be forgotten in, or eclipsed by, the new digital media around us. (FREE download)

Opinion piece: Sites for sore eyes: Direct mail and the Internet—allies or adversaries? — Stuart McKibbin, Interactive Marketing, Vol. 1 No. 2
[01 Oct 1999] Will the Internet ring the death knell of direct mail? Let's consider the characteristics that each has to offer... (4 pages, FREE download)

Editorial: A dress rehearsal for the future — Derek Holder and Robin Fairlie, Interactive Marketing, Vol. 1 No. 1
[01 Jul 1999] This editorial introduces the new Interactive Marketing journal, outlining its raison d'être and the nature of the articles to come in each issue. (FREE download)