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Communication as a Marketing Strategy: Cross-cultural Analysis of Young People from Mexico and Colombia Based on Demographic Segmentation

Management , 1, 37-41. Schultz, D. E. (1993). Integrated Marketing Communications. Maybe definition is in the point of view. Marketing News, 27 (2), 17 Schultz D. E. & Schultz H. (2004). IMC The next generation. Five steps for delivering value and measuring returns using marketing communications . Nueva York: McGraw-Hill. Scovotti, C. & Spiller, L. (2006). Revisiting the conceptual definition of direct marketing: perspectives from practitioners and scholars. Marketing Management Journal, 16 (2), 188-202 Simões, C., Dibb, S. & Fisk, R. (2005

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Influence of segmentation factors on leaflet distribution

(6), 69-75. Pelsmarcker, P, Geunes, M., Berch, J.V. (2003). Marketingová komunikace. Praha: Edice Expert. Pradhan, S. (2009). Retailing management. New Delhi: Tata McGraw-Hill. Remco, P., Verhoef, C. P. (2007). Marketing Communication Drivers of Adoption Timing of a New E-Service Among Existing Customers. Journal of Marketing, 71(3), 169–183. Sacristan, G. (2012) The digital a direct marketing. California: Happy About. Shawndra, H., et al. (2006). Network-Based Marketing: Identifying Likely Adopters via Consumer Networks. Statistical

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Lead Generation Strategy as a Multichannel Mechanism of Growth of a Modern Enterprise

konsumenckie: K. Gawlik. Harvard Business Review Polska, October. 13. Scott, D.M. (2014). The New Rules of Sales and Service. Publisher: Wiley. 14. Scott, D.T. (2013). The new rules of Lead Generation: proven strategies to maximize marketing ROI. Publisher: Amacom. 15. Stevens, R.P. (2011). Maximizing Lead Generation: The Complete Guide for B2B Marketers. Publisher: Que Publishing. 16. Stone, B., Jacobs, R. (2007). Successful Direct Marketing Methods. Publisher: McGraw- Hill Education. 17

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When Is Enough Enough? Balancing on the Fine Line in Multichannel Marketing Communications

Abstract

In an effort to build long-term, profitable relationships, many companies systematically engage in multichannel relational communication - personalized messages sent to existing customers through various channels as part of a broader relationship marketing strategy. However, too much of a good thing might actually ultimately have a bad effect.Whether ongoing direct communication with customers is perceived positively depends on its volume, the mix of communication channels, and the alignment of those channels with customers’ preferences. There is an ideal level of communication. If it is exceeded, customers react negatively and this negative response can be exacerbated by the use of multiple channels. The ideal level differs depending on individual channel preferences. Aligning channels with customer preferences is advisable to optimize repurchase rates.

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Adding Bricks to Clicks: On the Role of Physical Stores in a World of Online Shopping

Abstract

E-commerce is gaining ground and leaving the role of traditional brick-and-mortar stores open to question. With this in mind, a team of researchers performed a case study to determine what effects the store openings of one multichannel retailer of fashion, home furnishings and high-end accessories would have on its catalog and online sales. The opening of brick-and-mortar stores had positive and negative effects for the retailer, but complementary consequences clearly outweighed sales drops in individual channels: In the short term, only catalog sales declined slightly. But over time, both the catalog and online channels increasingly benefited from the presence of the new brick-and-mortar stores. Within 79 months, catalog sales recovered to a level that would have been expected had the store never opened and subsequently continued growing more than in a sample without new stores. An enhanced understanding of both positive and negative cross-channel effects helps retailers better anticipate and respond to changes in sales in existing channels when a new one is added. It is the basis for strategically managing a company’s channels as a portfolio rather than as separate entities.

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Business developments in electronic commerce in Romania, a prerequisite for sustainable growth

Abstract

In recent years, at the European level, electronic sales have gained major importance in the whole commodity trading process. After 1994, for the first time, commercial websites appeared, which brought about the expansion of electronic commerce. Therefore today, the notion of the market has become a global network as a result of improved payment systems, cost reduction, after-sales service development, and significant direct marketing influence.Therefore, a concerted effort is needed at national level to increase information and knowledge resources, including by allocating additional funds to the IT infrastructure, as well as by educating and training the population in the field of informatics. In this paper, we focused on the description of electronic commerce trends in Romania, based on the secondary data provided by the National Institute of Statistics. Thus, the main purpose of this paper is to make a comparative study of the different statistical techniques: the graph method, the structural modification method, as well as the regression and correlation methods (ANOVA), used to describe the new trends of the Romanian commercial technologies. The main conclusion of the paper was that there is a significant correlation between the macroeconomic indicators that characterize the electronic commerce in Romania. Thus, the evolution of the average number of employees in the ICT sector as the resultant variable is influenced at the level of Romania by the macroeconomic indicators that characterize the electronic commerce as the component of the IT market.

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Marketing communication analysis of benetton PR campaigns

Abstract

In today’s economies the role of marketing cannot be underestimated, just the sole amount of media communications is astonishing not taking in consideration the different marketing and PR strategies involved. The most well-known tools include advertising, public relations, sales promotions, direct marketing and personal selling. There is an increasing number of advertisements that reach our attention by the presence of vulgarity, nudity or moral offenses. The aim of the article is to extensively review the literature of shock advertising namely shockvertising and to pinpoint its evolution in case of Benetton fashion brand. Shockvertising focuses on the idea of selling products through evoking terrifying and repulsive emotions. This type of advertising is used to sensitize people to religion, racism, war, poverty and other taboo topics. The descriptive method is used in order to describe such complex phenomena. The research is conducted in the form of a retrospective qualitative case study focusing on the historical events that are connected to the communications at Benetton. Through the following research a better understanding of shockvertising and its dynamics is reached and emotional reactions of a range of individuals is presented. In addition, the question of ethical considerations and the shock advertising effectiveness is analyzed.

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The use of Social Networking Sites in modern recruitment – empirical study

ludzkimi w polskich przedsiębiorstwach. Metody, narzędzia, mierniki , PWN, Warszawa, p. 101. Safko L., Brake D K. (2009), The social media bible: Tactics, tools & strategies for business success , Hoboken, NJ: John Wiley & Sons., p.6. Palmer A., Koenig-Lewis N. (2009), An experiential, social network-based approach to direct marketing , ‘International Journal Of Direct Marketing’, Vol. 3. No. 3, p. 162. Parry E., Wilson H. (2009), Factors influencing the adoption of onlinerecruitment , ‘Personnel Review’, Vol. 38, No. 6, pp. 655–673. Sułkowski Ł. (2012

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Risk Categories and Risk Management Processes in Nonprofit Organizations

badań. (The Success of Public Benefit Organizations in Light of Research). Trzeci Sektor, 13, pp.68-75. [18] Lehn, M.B., 2008. Bearing more risk for results: Performance accountability and nonprofit relational work. Administration & Society, 39 (8), pp.959-983. [19] Mallin, M.L., Finkle, T.A., 2007. Social entrepreneurship and direct marketing. Direct Marketing: An International Journal, 1 (2), pp.68-77. [20] Martínez, C.V., 2003. Social alliances for fundraising: How Spanish nonprofits are hedging the risks. Journal of Business Ethics, 47 (3

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Research on the Maritime Logistics Pricing Model of Risk-Averse Retailer-Dominated Dual-Channel Supply Chain

REFERENCES 1. Brynjolfsson, E., Michael, D. S.: Frictionless Commerce? A Comparison of Internet and Conventional Retailers, management science , vol. 46, no. 4, pp. 563–585, 2000. 2. Chiang, W. K., Chhajed, D., Hess, J. D.: Direct Marketing, Indirect Profits: A Strategic Analysis of Dual-Channel Supply-Chain Design , Management Science, vol. 49, no. 1, pp. 1-20, 2003. 3. Hsieh, C. C., Chang, Y. L., Wu, C. H.: Competitive pricing and ordering decisions in a multiple-channel supply chain , International Journal of Production Economics, vol. 154

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