The features of direct marketing and personal selling as a form of marketing communications
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Дата
2021
Автори
Matviiets, Olha
Kipen, Viktoriia
Назва журналу
Номер ISSN
Назва тому
Видавець
VUZF review
Анотація
The article summarizes approaches to defining the essence of the "direct marketing" concept. It is proved that the tools of direct marketing, as a component of internal marketing, are the most effective means of influencing the behavior of modern consumers and adaptive to market conditions of marketing activities, the implementation of which will contribute to achieving the corporate goal and mission of the enterprise with minimal time and resources. The necessity of using direct marketing tools in the activities of modern enterprises is justified. The problems of activating direct marketing based on the introduction of interactive systems are considered. The main advantages associated with the use of Integrated Marketing Communications in the formation of direct marketing strategies are revealed.
The methodological bases of marketing communications are analyzed in the article. The expediency of using different types of marketing communications on the basis of their benefits and drawbacks for the effective implementation of the company's marketing policy. Particular attention was paid to the tools of direct marketing and the dynamics of the most influential communication features of digital marketing. As a result, it was determined that the tools of marketing communications should be combined thoroughly, and the most effective tool is eventually an integrated marketing.
Опис
DOI: 10.38188/2534-9228.21.2.16
Ключові слова
direct marketing, customer, marketing communications, business, e-commerce
Бібліографічний опис
Matviiets O. The features of direct marketing and personal selling as a form of marketing communications / O. Matviiets, V. Kipen // VUZF Review. – 2021. - Vol. 6, No. 2. - P. 139-145. DOI: 10.38188/2534-9228.21.2.16