An application service provider (ASP) provides a web-based service that can be used by clients to manage their e-mail activities. Rather than buying software that you host and manage on your server, the software is effectively used on a subscription basis and runs on another company’s server. In other words, it provides the technical infrastructure […]
Blacklists are lists of known spammers, such as those reported to Spamhaus Project (www. spamhaus.com) or SpamCop (www.spamcop.net). If a recipient is on the blacklist, it is deleted or put in the junk-mail folder. Blacklists are often used in conjunction with filters to block e-mails. One of the most widely used systems is that developed […]
Although we receive many unsolicited communications, many e-mails are from work and friends.
Cyberatlas (2003) reported research from JupiterResearch which showed that in 2003, for 4000 US adults, the main types of e-mails from different sources were:
Spam (44%, up from 35% the year before)
Friends and family (31%)
Opt-in - business (16%)
Work or school (5%)
Other (4%).
So we will focus here on providing some practical examples taken from different industry contexts. The most important factor governing strategic direction will be the extent of the financial and psychological support given by the senior management team. Without such a commitment, new developments will lack direction and appropriate resourcing. Following the planning approach […]
Segmentation
Following completion of the marketing audit, the next step is to segment customers into specific categories. This process requires considerable market research and careful analysis, but it enables much more focused marketing efforts. The marketing plan should contain a paragraph explaining how customers are segmented, indicating which products or services are most suitable for each […]
We will examine the arguments for and against global branding. The decision whether to standardize or adapt the brand by varying the marketing mix elements is a major one for any organization operating outside its home environment. Standardization through global branding allows the organization to maintain a consistent image and identity throughout the world. It […]
