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A comparative analysis of direct marketing strategies used by retail chains in the Pardubice Region
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Datum publikování:
2017
Document type:
ConferenceObject
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Proceedings of the 5th International Conference Innovation Management, Entrepreneurship and Sustainability
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Innovation Management, Entrepreneurship and Sustainability 2017 (25.05.2017 - 26.05.2017, Praha)
Abstract: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.
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