Direct Marketing, Direct Selling, and the Mature Consumer: A Research Study

by James R. Lumpkin and Lawrence B. Chonko

This book reports and interprets the results of a major research study that investigated the shopping behavior of the mature consumer with regard to the principal types of direct response marketing: catalog shopping, direct mail, media ads, telephone solicitation, direct selling, party-plan selling, and in-home demonstrations. Sponsored by the American Association of Retired Persons (AARP) and the Andrus Foundation, the project represents the most...

• Format: Hardcover
• Language: English
• ISBN: 089930298X
• ISBN13: 9780899302980
• Release Date: April 1989
• Publisher: Praeger
• Length: 240 Pages
• Weight: 1.14 lbs.
• Dimensions: 0.6" x 6.1" x 9.2"