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Title: Consumer attitudes towards direct marketing channels in Singapore.
Authors: Cheng, Eddy Hong Wee.
Tay, Pick Jiang.
Wee, Paul Hsien.
Keywords: DRNTU::Business::Marketing::Consumer behavior
Issue Date: 1999
Abstract: The purpose of this report is to explore the level of consumer attitudes towards direct marketing and subsequent implications. The development of direct marketing in Singapore will be explored. The classical model of attitudes is used to assess the level of consumer attitudes towards direct marketing channels. This includes measuring three components of consumer behaviour -- cognitive, affective and conative.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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