RECENT TENDENCIES IN DEVELOPMENT OF MARKETING – ATTENTION ON DIRECT MARKETING

Stjepan Dvorski, Tihomir Vranešević and Damir Dobrinić
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Stjepan Dvorski: Faculty of Organization and Informatics, Varaždin
Tihomir Vranešević: Faculty of Economics and Business, University of Zagreb
Damir Dobrinić: Croatian Post d. d. Varaždin

Ekonomski pregled, 2004, vol. 55, issue 7-8, 619-640

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-lasting relationship of confi dence, that is possible to do by direct marketing, contributes to keeping existing users and easier getting new users. Activities of direct marketing are based on databases and media of interactive communication. Databases make possible choice of aimed market (buyer), towards which it is acted by choice of corresponding promotion/sale medium. The best known media of direct marketing are catalogues, direct mail and telephone (telemarketing), while in practice many other media are used like television, radio, internet, mobile phones, newspaper, inserts… Sale communication by direct marketing needs well-controlled and previously planned approach. Connected with that, each step in campaign needs careful previous testing. Measurability is the next characteristic that separates direct marketing from other promotion/sale activities. Marketers can, based on information quantity and kind of responses or orders received, control success or failure of campaign, make decisions about its continuation, changes etc.

Keywords: direct marketing; sale; communication; databases; media (search for similar items in EconPapers)
JEL-codes: M (search for similar items in EconPapers)
Date: 2004
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