The Use of Post-Purchase Communication to Reduce Dissonance and Improve Direct Marketing Effectiveness

  title={The Use of Post-Purchase Communication to Reduce Dissonance and Improve Direct Marketing Effectiveness},
  author={Ronald E. Milliman and Phillip Jay Decker},
  journal={Journal of Business Communication},
  pages={159 - 170}
T business communication literature has, in the last few years, substantially neglected the role of communication in direct sales and mass marketing. This is very surprising since business communication has roots in direct mail advertising. Mail solicitation was in its infancy in 1900 when Sherwin Cody helped to nurture it (see Daniel, 1982). Cody, an early pioneer in the field, influenced many in the area to think about psychological elements in direct mail marketing and business communication… 

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