An exploratory study of a direct marketing concept: the "Huppies Club".

by Connie S.K. Leung.Thesis (M.B.A.)--Chinese University of Hong Kong, 1990.Bibliography: leaves [93]-[98]Chapter CHAPTER 1 --- INTRODUCTION --- p.1Chapter 1. --- Some Observations on Direct Marketing in Hong KongChapter 2. --- The New Generation - Hong Kong YuppiesChapter 3. --- Overview of the Huppies Club ConceptChapter CHAPTER 2 --- LITERATURE REVIEW --- p.14Chapter 1. --- What is Direct Marketing?Chapter 2. --- Direct Marketing Versus Geneial MarketingChapter 3. --- Merits of Direct MarketingChapter 4. --- Why does Direct Marketing Grow?Chapter 5. --- Prime Prospects of Direct MarketingChapter 6. --- Key to Direct Marketing SuccessChapter 7. --- Direct Mail in Hong KongChapter 8. --- Definition of YuppiesChapter 9. --- Yuppies' Demographic CharacteristicsChapter 10. --- Yuppies' PsychographicsChapter 11. --- Yuppies' LifestyleChapter 12. --- Yuppies and Direct MarketingChapter 13. --- Huppies: Hong Kong YuppiesChapter CHAPTER 3 --- RESEARCH OBJECTIVES --- p.49Chapter CHAPTER 4 --- METHODOLOGY --- p.50Chapter CHAPTER 5 --- KEY FINDINGS --- p.51Chapter 1. --- Huppies' LifestyleChapter 2. --- Experience With Direct MailChapter 3. --- Club MembershipChapter 4. --- The Huppies Club ConceptChapter CHAPTER 6 --- CONCLUSIONS AND RECOMMENDATIONS --- p.7