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- W185095009 abstract "This chapter focuses on a case about Preston and Lancaster Building Society. UK building societies are relatively late entrants into the use of sophisticated marketing techniques partly because, until 1987, they were severely constrained in their activities by legislation. However, the potential to benefit from consumer marketing in the new competitive environment is considerable, given that building societies have large customer databases and control over their own distribution networks. These two aspects in particular lend themselves to quantification of the results of campaigns, using techniques that have been applied in direct mail on the one hand and in measuring retail sales on the other. The Preston and Lancaster Building Society, a major regional building society, attempted to use these techniques in judging, controlling and developing a campaign in support of a new product." @default.
- W185095009 created "2016-06-24" @default.
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- W185095009 date "1993-01-01" @default.
- W185095009 modified "2023-09-26" @default.
- W185095009 title "Preston and Lancaster Building Society" @default.
- W185095009 doi "https://doi.org/10.1016/b978-0-7506-0661-5.50028-x" @default.
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