38 KB425 KB31 KB199720232000Mumel, DamijanUnger, Igorletnik:4številka:7str. 29-36ISSN:1408-1652COBISSID:5472796URN:URN:NBN:SI:doc-JCTDZQLDslMarketing magazinAkademija MMadvertisingdirektni marketingmarketingoglaševanjepoštaprodajastrategija trženjatrženjetržno komuniciranjeDirektna pošta kot orodje neposrednega marketinga|In direct marketing, the key role in establishing and maintaining the relationship between organization and customer are communication channels. In contribution authors describe direct mail which is still keeping efficacy and efficiency in spite of the fact that this is one of the oldest communication channels in direct marketing. Authors analyse the using of direct mail from the organization (sender) point of view. Benefits of using direct mail for users and the reasons of non-users are shown in the paper. As a benefit of using direct mail, the possibility to present products or services to customers is the most often mentioned reason. The incompatibility between product and direct mail is reported as a main barrierV neposrednem marketingu so pri vzpostavitvi in ohranjanju neposrednega odnosa med prodajalcem in kupcem odločilnega pomena komunikacijske poti. V prispevku je predstavljena direktna pošta kot ena najstarejših komunikacijskih poti neposrednega marketinga, ki kljub pojavom sodobnih medijev ohranja učinkovitost in uspešnost. V prispevku je odnos do uporabe direktne pošte analiziran z vidika organizacij. Prikazane so prednosti, ki jih vidijo organizacije, ki uporabljajo direktno pošto, in razlogi, ki organizacije odvračajo od njene uporabe. Med prednostmi se najpogosteje pojavlja možnost predstavitve izdelkov, medtem ko je neskladnost med naravo izdelka organizacije in direktno pošto glavna oviraTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaDruštvo za marketing Slovenije