The Use of the Email as Marketing Tool

Authors

Carlos Alberto Gonçalves, School of Economics Sciences, Federal University of Minas Gerais, BrazilFollow
Ricardo Teixeira Veiga, Federal University of Minas Gerais – BrazilFollow
Andréia Cássia de Moura, School of Economics Sciences, Federal University of Minas Gerais, BrazilFollow
Marco Antônio Carvalho Brum, School of Economics Sciences, Federal University of Minas Gerais, BrazilFollow

Document Type

Article

Abstract

In the last years, a great activity in the technological field was observed, because of the dissemination of the Internet and the mobile telephony. Concepts of marketing had been boarded with a new approach to customize the new consumers, more exigent.

The customized communication, where the customer is the focus of the companies, not more the customer who adjust to the product, appears inside with great force of the Brazilian and world-wide corporations. One of the most efficient tools used is the e-mail, therefore when it applied in correct way, according it will be explained in this study, it can be an instrument of construction of relationship with consumer/client. To arrive at a conclusion of the effectiveness of the e-mail marketing was made an research analysis using itself that was developed following the basic features of the method "Delphi", that it is recognized as one of the best instruments of qualitative forecast.

Recommended Citation

Gonçalves, Carlos Alberto; Veiga, Ricardo Teixeira; Cássia de Moura, Andréia; and Brum, Marco Antônio Carvalho, "The Use of the Email as Marketing Tool" (2001). ICEB 2001 Proceedings (Hong Kong, SAR China). 24.
https://aisel.aisnet.org/iceb2001/24