The article summarizes approaches to defining the essence of "direct marketing" concept. It is proved that tools direct marketing, as a component internal are most effective means influencing behavior modern consumers and adaptive market conditions marketing activities, implementation which will contribute achieving corporate goal mission enterprise with minimal time resources. necessity using ...

From a marketing communication point of view, new digital marketing channels, such as Internet and mobile phones, are considered to be powerful opportunities to reach consumers by allowing interactivity and personalisation of the content and context of the message. The increased number of media has, however, led to a harder competition for consumers’ attention. Given the potential of digital me...

Relationship marketing is a paradigm shift and it is associated with the return of direct marketing both in business-to-business and business-to-consumer markets (Seth & Parvatiyar 1995). This paradigm shift in marketing focuses on acquisition and retention in building and ensuring long-term relations with clients and therefor requires the integration of proper communication principles. A long-...

The Effect of Economic and Relational Direct Marketing Communication on Buying Behavior in B2B Markets BY Kihyun Kim April 13, 2016 Committee Chair: Dr. V. Kumar Major Academic Unit: Marketing Business to Business (B2B) firms spend significant resources managing close relationships with their customers, yet there is limited understanding of how the customers perceive the relationship based on t...