Direct e-mail marketing: Case of Serbia

• Main Authors: Končar Jelena A., Vukmirović Goran, Katai Žita
• Format: Article
• Language: English
• Published: Srpsko udruženje za marketing 2005-01-01
• Series: Marketing (Beograd. 1991)
• Subjects: direct e-mail marketing; recommendation systems; CRM - customer relationship management; ERP - enterprise resource planning; web sales staff
• Online Access: http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2005/0354-34710503125K.pdf

Direct e-mail marketing refers to approaching customers directly, without employing intermediaries. It represents a direct mode of communication with the target population, which affects the creation of stronger and more loyal relationships with prospective customers, compared to traditional direct marketing resources (TV, radio, print and advertising panels, etc). The main goal of direct e-mail marketing is building long-term "one to one" relationships with current and prospective customers. Direct e-mail marketing is not aimed at momentary sale, but at boosting certain product preferences due to the engagement of numerous electronic media.