Dell has had to change its "contact” with consumers. What effect do you believe this type of change in their direct marketing mantra is having on Dell's business? Must other direct marketers make the change?
Dell(r) Computers has begun setting up kiosks demonstrating their products in regional malls across the country. They are also selling their computers in Wal-Mart stores, Best Buy, and other U.S. retailers. Dell will soon be selling through retailers in China. Consumers are no longer directed to their web site to place an order. Obviously, Dell has had to change its "contact” with consumers. What effect do you believe this type of change in their direct marketing mantra is having on Dell's business? Must other direct marketers make the change? In the face of the internet revolution, market communications today increasingly occur through the digital medium. Company must as not only, how should we reach customers? But also, how should our customers reach us? And how can our customers reach each other? It is become essential part that the company should move from mass communication to more targeted segments and two -ways communication with new technologies. Today, many marketers...