Name
Pikhanova Svetlana Anatolievna
Scholastic degree
•
Academic rank
associated professor
Honorary rank
—
Organization, job position
Khabarovsk State University of Economics and Law
Web site url
—
Articles count: 1
The article is devoted to one of the most effective
modern means of promotion - direct marketing, which
is provided with the help of high integration of
marketing functions, high targeting, speed and
interactivity are achieved in cooperation with target
audience, and rationalization of communication costs
is ensured. Direct marketing is described from three
positions: as a distribution channel, which ensures the
sale of the firm's product directly to the end consumer
without the participation of trade intermediaries; as a
means of promoting products, based on the use of
databases and the combined usage of several forms of
communication with the target audience; as a special
kind of marketing activity (in a virtual environment).
The authors refer direct marketing to synthetic
marketing communication, formed on the basis of
combining two key types of promotion - personal
selling and advertising. The article deals with the key
principles of using direct marketing and the main
forms of its implementation. The article draws your
attention to categories of suppliers that form direct
marketing services. The types of organization of the
communication process are distinguished through
direct marketing, the stages of planning and
implementation of the direct marketing campaign are
described in details