The cards in the future. (credit card companies' direct mail): An article from: Bank Marketing

This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on April 1, 1998. The length of the article is 1903 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: Direct mail continues to be the marketing tool favored by the credit card industry. However, falling response rates and increasing charge-offs, along with political and consumer pressure, are compelling card companies to abandon conventional direct-mail strategies that employ mass mailing. Credit card marketers are now identifying and targeting the most profitable customers within a market niche instead of mailing to the whole market. They are now relying on consumer behavior data to target specific segments.

Citation Details
Title: The cards in the future. (credit card companies' direct mail)
Author: Frank Barnett
Publication:Bank Marketing (Magazine/Journal)
Date: April 1, 1998
Publisher: Bank Marketing Assn.
Volume: v30 Issue: n4 Page: p44(5)

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