The question of whether personalization increases or decreases mail survey response rates has not been completely resolved in the marketing literature. Also, few studies address the issue of whether the results of the personalization are worth the added cost. This study shows that different...

Reports on a study to investigate the impact of customer satisfaction of different types of company responses to letters of complaint. Considers the effects on consumers of various defensive marketing strategies: letter and free good, letter only, and no response. Surmises that the results...

Introduction How thoroughly do practitioners read marketing journals? For most marketing journals, practitioner subscribers represent the largest and therefore the most important potential readership segment. As others have noted, unless a journal is read, its effectiveness is minimized...