engleski

IMPLEMENTATION OF DIRECT MARKETING BY THE LEADING COMPANIES ON CROATIAN MARKET

Today, modern marketing increasingly involves the use of direct marketing techniques, form of marketing that is oriented on personal, individual approach to customers. Direct marketing, with its long history, has matured today in an entirely new and complex science that requires extensive knowledge and experience of marketing experts, all with the aim of developing a deeper and long-term relationship with consumers. The first companies that have started to implement direct marketing were those using direct mail, catalog sales and telemarketing. Today, companies for the purpose of direct marketing, use new technologies and new communication channels, such as the internet and mobile devices, which increases the importance of direct marketing, so today direct marketing is becoming the fastest growing form of marketing. This paper provides the theoretical review of direct marketing and its techniques, both traditional and new ones. The paper also shows results of empirical research conducted by leading companies in the Croatian market. The results will give a better insight into the current situation when direct marketing techniques are taken into consideration.

direct marketing ; interactivity ; traditional direct marketing techniques ; new direct marketing techniques

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