publication . Other literature type . 2004

RECENT TENDENCIES IN DEVELOPMENT OF MARKETING – ATTENTION ON DIRECT MARKETING

Dvorski, Stjepan; Vranešević, Tihomir; Dobrinić, Damir;
Open Access Croatian
  • Published: 01 Jan 2004 Journal: Ekonomski pregled, volume 55, issue 7-8 (issn: 0424-7558, eissn: 1848-9494, Copyright policy)
  • Publisher: Hrvatsko društvo ekonomista, Zagreb
Abstract
Direct marketing, as a marketing conception, appears in the beginning of the sixties in the twentieth century, representing a new approach in sale communication with market. Unlike classical methods of one-way communication (seller – buyer), direct marketing relies on two – way (interactive) communication. Essence of such communication is accumulation of activities by which seller directly tries hard in direction of aimed customer/user to get a measurable response or transaction. Very severe competitive surrounding, and a sophisticated and educated buyer, ask for accommodation of total business process to wishes and needs of each user separately. Making of long-...
Subjects
free text keywords: direktni marketing; prodaja; komunikacija; baze podataka; mediji, direct marketing; sale; communication; databases; media
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

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11. Stone, Bob, Successful Direct Marketing Methods, V Edition, NTC Business Books, Chicago, 1995.

16 references, page 1 of 2
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