DIRECT MARKETING STRATEGIES ADOPTED BY THE GAS AND ELECTRICITY SUPPLIERS - A CASE STUDY ON BRITISH GAS. - Table of contents

TABLE OF CONTENTS

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1. INTRODUCTION……………………………………………………… Overview……………………………………………………………. Background of Research……………………………………………. Rationale for Research……………………………………………… Aims and Objectives of Research…………………………………... Hypothesis………………………………………………………….. Structure of the Dissertation………………………………………..	7-11 7 7-9 9 9-10 10 10-11
2. LITERATURE REVIEW……………………………………………… Overview……………………………………………………………. Origin……………………………………………………………….. Definitions………………………………………………………….. Factors contributing to the Growth of Direct Marketing in the UK... Four Cornerstones of Direct Marketing…………………………….. Forms of Direct Marketing…………………………………………. Benefits of Direct Marketing……………………………………….. Limitations of Direct Marketing……………………………………. Implication of Information in Direct Marketing……………………. Ethical Considerations and Social Responsibilities in Direct Marketing…………………………………………………………… Legislations and Regulations in Direct Marketing…………………	12-29 12 12 13-14 14-16 16-17 17-20 21-23 24-25 25-26 26-28 28-29
3. RESEARCH METHODOLOGY……………………………………… Overview……………………………………………………………. Research Process…………………………………………………… Research Philosophy………………………………………………... Qualitative and Quantitative Research……………………………... Research Approaches……………………………………………….. Research Design……………………………………………………. Methods chosen for Research and Data Analysis…………………... Rationale for method chosen……………………………………….. Sources and Acquisition of Data…………………………………… Ethical statement …………………………………………………… Limitations of the research………………………………………….	30-41 30 30-31 32 33 34-35 35-37 37-38 38 39 40 40-41
4. COMPANY BACKGROUND………………………………………….. a. History………………………………………………………………... i. Demerger…………………………………………………………... ii. Expansion of Product Portfolio…………………………………… b. Present………………………………………………………………… i. Vision………………………………………………………………. ii. Corporate Responsibility…………………………………………... c. Future: plans and investment…………………………………………. i. Major competitors………………………………………………….. ii. Current trends in the energy market………………………………..	42-46 42-43 42 43 43-44 43 44 45-46 45 46
5. DATA ANALYSIS AND RESULTS…………………………………… Overview……………………………………………………………. Secondary Data Analysis……………………………………………. Primary Research……………………………………………………. · Findings from manager interview………………………….... · Findings from employee questionnaire…………………....... · Findings from customer survey……………………………... d. Detailed Analysis……………………………………………………...	47-67 47 47-51 52-65 52-56 56-60 60-66 66-67
6. CONCLUSION………………………………………………………...... Overview……………………………………………………………. Summary of the findings……………………………………………. Hypothesis Testing………………………………………………….. Recommendations…………………………………………………… e. Limitations and Future Research………………………………….	68-71 68 68-69 69-70 70 70-71
7. REFERENCES ………………………………………………………….	72-74
8. BIBLIOGRAPHY………………………………………………………..	75-78
9. APPENDICES…………………………………………………………… Appendix I- Questionnaire for employees…………………………... Appendix II- Questionnaire for customers...………………………... Appendix III- Interview transcript –Manager A…...………………... Appendix IV – Interview transcript- Manager B……………………. Appendix V – Interview transcript- Manager C……………………..	79-91 79-80 81-82 83-85 86-88 89-91