The intensity of direct marketing application varies among different business sectors, from a very low applicability in FMCG industry, to a high one in case of telecoms or financial services, where direct marketing is strongly related to loyalty programs and very high in case of 'business-to-business' relations, where the share of direct marketing expenditures in total marketing budget reaches even 99-100%. The main advantage of direct marketing is its high flexibility and adjustment to a product or target group. As a result the number of enterprises applying direct marketing techniques is growing rapidly.
I. Brzozowska, c/o Instytut Organizacji i Zarzadzania w Przemysle 'ORGMASZ', ul. Zelazna 87, 00-879 Warszawa, Poland
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