Open AccessAdvantages of using direct marketing in the sales activities of the enterprise
Author(s) -
Олена Зарічна,
AUTHOR_ID
Publication year - 2021
Publication title -
zeszyty naukowe - politechnika śląska. organizacja i zarządzanie
Language(s) - English
Resource type - Journals
ISSN - 1641-3466
DOI - 10.29119/1641-3466.2021.154.28
Subject(s) - marketing , direct marketing , relation (database) , ukrainian , business , marketing research , marketing management , marketing strategy , business marketing , realization (probability) , quantitative marketing research , direct selling , computer science , mathematics , linguistics , philosophy , statistics , database
Purpose: The aim of the article is a study of the development of the concept of "direct marketing", research of the methodological and informative providing of realization of direct sale in activity of sale enterprises. To achieve the goal, the following tasks are set: systematization, comparison and analysis of theoretical approaches of the Ukrainian and foreign scientists, is to essence of concept "direct marketing"; researches of basic instruments of realization of direct sale by the performers of entrepreneurial activities; determinations of advantages and lacks of the use of the direct marketing are in activity of enterprises; grounds of the use of the direct - marketing are in activity of sale enterprises. Design/methodology/approach: To the article were used methods of comparison, grouping and generalization – for research and analysis of opinion of scientists in relation to development of the direct marketing, method of systems analysis – for systematization of modern forms of the direct marketing and ground of them role in the sale activity of enterprises, and also formulating of conclusions. Findings: The analysis of scientific labours and researches in relation to the use of the direct marketing in activity of the Ukrainian enterprises showed that the direct marketing was the special form, process, method of effective realization of sale of products, in the modern business conditions. 23 Practical implications: Researched in the article modern forms of the direct marketing show 24 that today, their use in the sale activities of enterprises not only facilitates the sale of goods and 25 services at the market, but also allow to form effective, direct of long duration relations with 26 consumers, to choose effective marketing strategy and program of actions, which influences on 27 informing of market environment, growth of having a special purpose audience, increase of 28 volumes, sale and expansion of limits of realization of business. 29 Originality/value: The article contains the validity of the practical use of modern forms of 30 direct marketing in the activities of Ukrainian enterprises: Premium Food (Mr. Grill), LTS 31 “Solomia”, “Rodinna kovbaska”, “Henkel Bautekhnik Ukraine”, TM “Curtis” and others