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Good Marketing Practice for a Catalogue Mailer

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Read the article Narayanan, S., Desiraju, R., & Chintagunta, P. K. (2004) 'Return on investment implications for pharmaceutical promotional expenditures: the role of marketing-mix interactions', Journal of Marketing, 68 (4), pp. 90-105. (THE ARTICLE IS ATTACHED)

Then answer the following question

Is it good marketing practice for a catalogue mailer to continue sending catalogues after establishing a strong Web retail presence?

Please when you help me in writing this use credited journals.

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Is it good marketing practice for a catalogue mailer to continue sending catalogues after establishing a strong Web retail presence?

The article provided is not closely related to the question asked. The article is an empirical comparative evaluation of antihistamines within the pharmaceutical company. This article focuses on the impact of price elasticity of products and the interactive marketing impact of ROI.

If an organization is seeking to reduce unnecessary expenditures it may not be a good strategy to employ. However, establishing a strong web retail presence contributes to strengthening an organizations brand, build relationships, and encourage new consumers. An organization that mails catalogues are simply retaining the consumers they already have. This is a strategy that allows an organization to sustain customer relationships.

"The majority of most companies' sales and an even greater proportion of their profits come from current ...

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