RECENT TENDENCIES IN DEVELOPMENT OF MARKETING – ATTENTION ON DIRECT MARKETING

Other literature type Croatian OPEN
Dvorski, Stjepan; Vranešević, Tihomir; Dobrinić, Damir;
(2004)
  • Publisher: Hrvatsko društvo ekonomista, Zagreb
  • Journal: Ekonomski pregled,volume 55,issue 7-8 (issn: 0424-7558, eissn: 1848-9494)
  • Publisher copyright policies & self-archiving
  • Subject: direct marketing; sale; communication; databases; media | direktni marketing; prodaja; komunikacija; baze podataka; mediji

Direktni marketing, kao marketinški pojam, javlja se početkom šezdesetih godina dvadesetog stoljeća, predstavljajući novi pristup u prodajnoj komunikaciji s tržištem. Za razliku od klasičnih metoda jednosmjernog komuniciranja (prodavač – kupac), direktni marketing... View more
  • References (16)
    16 references, page 1 of 2

    1 Kotler, Ph., Marketing management, IX Edition, Prentice Hall, New Jersey, 1997. str. 718 2 DMA - Direct Marketing Association 3 Geller K. Lois, Response - The Complete Guide to Profitable Direct Marketing, Oxford, 2002. str. 5 15 Dallmer, H., Thedens, R., Handbuch des Direct Marketing, peto prošireno izdanje, Gabler Praxis, Wiesbaden, 1981.

    16 Duncan, G., Direct Marketing, Adams Media Corporation, Massachusetts, 2001. , str.10 17 Stone, B., Successful Direct Marketing Methods, V Edition, NTC Business Books,Chicago, 1995., str. 37

    18 Kotler, Ph., Marketing management, IX Edition, Prentice Hall, New Jersey, 1997. str. 721

    19 Primjena formule RFM (Recency, Frequency, Monetary) 20 Stone, Bob, Successful Direct Marketing Methods, V Edition, NTC Business Books, Chicago, 1995., str. 38

    1. Bly, W. Robert, Business to Business Direct Marketing, NTC, 1998.

    2. Dallmer, H., Thedens, R., Handbuch des Direct Marketing, peto prošireno izdanje, Gabler Praxis, Wiesbaden, 1981.

    3. Douglas, J. Dalrympe, Leonard J.Parsons, Marketing Management - Text and Cases, VI Edition, John Wiley & Sons Inc, 1995.

    4. Duncan, G., Direct marketing, Adams Media Corporation, Massachusetts 2001.

    5. Geller K. Lois, Response - The Complete Guide to Profitable Direct marketing, Oxford, 2002.

    6. Kotler, Ph., Marketing management, IX Edition, Prentice Hall, New Jersey 1997.

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