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Direct Marketing – An Efficient Communication Tool

Author

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  • MIHAELA SIMONA DOGAN

    (TIBISCUS UNIVERSITY FROM TIMIŞOARA, FACULTY OF ECONOMIC SCIENCES)

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.

Suggested Citation

  • Mihaela Simona Dogan, 2012. "Direct Marketing – An Efficient Communication Tool," Anale. Seria Stiinte Economice. Timisoara, Faculty of Economics, Tibiscus University in Timisoara, vol. 0, pages 399-403, November.
    • Handle: RePEc:tdt:annals:v:xviii/supplement:y:2012:p:399-403
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    File URL: http://fse.tibiscus.ro/anale/Lucrari2012_2/AnaleFSE_2012_2_063.pdf
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    More about this item

    Keywords

    direct marketing; retail; Communication; retailers;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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