期刊名称：Annals of the University of Craiova: Economic Sciences Series
印刷版ISSN：1223-365X
电子版ISSN：1843-3723
出版年度：2008
卷号：3
页码：1284-1293
语种：English
出版社：Universitaria Craiova
摘要：The article points out the characteristics of planning,options choices and strategies in the area of direct marketing.Thus,it is the marketing plan that sets the tasks and defines the scope of direct marketing.The extent to which direct marketing is affected by a firm’s strategic decisions,and in turn affects them,is linked to its importance in the marketing mix.Operational alternatives can be mapped by the conventional product-market matrix.Once a combination is selected,the firm is still left with the question of how to achieve the objective of the strategy;a strategy can fall into three broad groups: undifferentiated,focus,and differentiated.All the producers strive to have customers perceive that their outputs are unique,different,and preferable to competitive products.
