Publikace: A comparative analysis of direct marketing strategies used by retail chains in the Pardubice Region
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Chocholáč, Jan
Název časopisu
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Nakladatel
Oeconomica
Abstrakt
The purpose of this paper is to analyse and compare some marketing strategies of direct marketing from the perspective of retail chains in the Pardubice region in selected period. Direct marketing is one of the most popular forms of communication mix used by retail chains in the Czech Republic, although prospectuses of each retail chain are very different. The aim of this paper is to compare and analyse prospectuses used by selected retail chains in the Pardubice region and imply some innovation for management of direct marketing strategies used by retail chains.
Popis
Klíčová slova
communication mix, direct marketing, retail chain, komunikační mix, přímý marketing, maloobchodní řetězec