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Article: From list fatigue to relationship marketing: the credit card industry is reassessing its direct mail strategies.
- Article from:
- Direct Marketing
- Article date:
- November 1, 1997
- Author:
CopyrightCOPYRIGHT 1997 Hoke Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Today's credit card marketers are facing the challenges of an increasingly competitive marketplace while their industry is reeling from skyrocketing delinquencies and charge-offs due to the rapidly rising bankruptcy rate, giving rise to an important synergy between credit card companies and the business information service industry.
To most of Generation X, the 50 million consumers born between 1963 and 1977, the fact that today's trillion dollar credit card industry is only slightly older than they are-and was on the verge of collapse in the late 1960s - may seem inconceivable. During the Sixties, when the nation was undergoing social and political turmoil, battles ...