Gone are the days of mass-media marketing plans and short term customer relationships: tobacco industry direct mail and database marketing strategies

摘要

BackgroundAs limitations on traditional marketing tactics and scrutiny by tobacco control have increased, the tobacco industry has benefited from direct mail marketing which transmits marketing messages directly to carefully targeted consumers utilising extensive custom consumer databases. However, research in these areas has been limited. This is the first study to examine the development, purposes and extent of direct mail and customer databases.