A key challenge for UK Higher Education publishers is to improve returns on their marketing spend in challenging trading conditions. Whilst academic response rates for specific campaigns are easily measurable, it is very difficult to assess how ongoing investments in direct marketing contact - emails, hard copy mailings, telemarketing, catalogues, publisher websites, unsolicited samples etc - impact on decision making processes and sales outcomes.
eMarketing to Academics provides publishers with an objective view of how a specific segment of their customers search for, find, use and act on marketing communications to inform their adoption choices. The findings show how lecturers across different disciplines use and respond to print and eMarketing approaches as well as giving a rich qualitative insight about the value of information provided.
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