DIRECT MARKETING – AN EFFICIENT COMMUNICATION TOOL

Mihaela Simona Dogan ()
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Mihaela Simona Dogan: TIBISCUS UNIVERSITY FROM TIMIŞOARA, FACULTY OF ECONOMIC SCIENCES

Anale. Seria Stiinte Economice. Timisoara, 2012, vol. XVIII/Supplement, 399-403

Abstract: Communication in retail is one of the areas in which companies permanently seek to optimize budgets under the conditions in which the level of consume has decreased, and the communication efforts must be intensified in order to keep the brand in the attention of the consumer. Under the conditions in which most of the players in the market concentrate their communication efforts on attracting and maintaining their clients through a lowestprices policy, the differentiating elements tend to be less and less visible. Furthermore, real differentiation cannot be obtained exclusively through advertising and communication.

Keywords: direct marketing; retail; Communication; retailers (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2012
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