Implementation of Direct Marketing to the Family as the End Consumer

Article OPEN
Lana Kosić;
(2011)
  • Publisher: Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
  • Journal: Tržište, volume 23, issue 1, pages 105-119 (issn: 0353-4790)
  • Publisher copyright policies & self-archiving
  • Subject: Marketing. Distribution of products | direct marketing | business-to-consumer market | HF5410-5417.5 | family life-cycle | family | direct marketing, business-to-consumer market, family, family life-cycle

This paper explores and analyzes the implementation of direct marketing aimed at families as a specific consumer on the business-to-consumer market. The paper contains a summarized overview of the basic characteristics of direct marketing as one of the most important ma... View more
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