| Tekijä: | Fevre, J-L. Corvo, J-Ph. |
| Otsikko: | Le marketing direct business to business: evolution et perspectives = "Business to business" direct marketing: its evolution and perspectives |
| Lehti: | Revue Francaise du Marketing
1990 : /1, 126, p. 81-95 |
| Asiasana: | DIRECT SELLING MARKETING CORPORATE STRATEGY BUSINESS ENVIRONMENT ORGANIZATIONAL COMMUNICATION MARKETING RESEARCH |
| Kieli: | fre |
| Tiivistelmä: | The characteristics of business to business communication are examined. The instruments of direct marketing are reviewed. The advantages and drawbacks of the instruments of the "business to business" direct marketing are assessed. The relationship between direct marketing and corporate strategy is investigated. Some structural characteristics of the clients in case of direct marketing are described and analyzed. A typology of attitudes of companies towards direct marketing is presented. It is shown how the results of marketing research efforts can be used in direct marketing. The application of data bases to "business to business" direct marketing is highlighted. Several success factors of direct marketing are specified. |
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