P/M/522. Dissertation + Project Proposal. Communication channels in direct marketing: email vs. direct mail

The dissertation examines direct marketing techniques, namely direct mail and email marketing, providing their comparison on the basis of a research study of academics attitudes towards email and direct mail marketing of information services. A literature review offers information on relationship marketing, email marketing and direct mail marketing offering definitions of each communication channel, their background, benefits and drawbacks. The methods include quantitative and qualitative research based on primary data collected through sampling, questionnaire, pilot survey and interviews, and secondary data. Conclusions are made about the key elements attracting recipients in email and direct mail marketing. The proposal for the dissertation investigates marketing tools focusing on direct marketing and comparing two forms of promotion, i.e. direct mail and email marketing. The features of each form are described, the aim and objectives of the research are identified; literature on direct mail marketing and email marketing is reviewed; prospective research methods are described.