Direct Marketing Application in the Enterprise

• Authors: Brzozowska I.
• Languages of publication: PL

Abstracts

EN

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.

Keywords

EN

DIRECT MARKETING APPLICATION

Discipline

• ECONOMICS: ECONOMICS

• Publisher: Instytut Organizacji i Zarządzania w Przemyśle „ORGMASZ”
• Journal: Ekonomika i Organizacja Przedsiębiorstwa
• Year: 2007
• Issue: 6(689)
• Pages: 51-55
• Document type: ARTICLE

Contributors

author

Brzozowska I.

• I. Brzozowska, c/o Instytut Organizacji i Zarzadzania w Przemysle 'ORGMASZ', ul. Zelazna 87, 00-879 Warszawa, Poland

Identifiers

CEJSH db identifier

07PLAAAA03176557