BUILDING DIRECT MARKETING STRATEGIES IN THE ROMANIAN MARKET

There are several reasons of the direct marketing campaigns failures but the most important refers to the absence of a strategic approach of the goals to be reached, activities to be done, resources to be allocated and effectiveness to be measured. Development of a direct marketing strategy becomes compulsory if the organization intends to conduct successful operations in the field. What are the key elements to be considered in its formulation? What are the major implementing options the organizations have in terms of these elements? What are the particular features of the Romanian market to be well thought-out while building a direct marketing strategy within? These are the questions this paper intends to answer in order to provide a framework for the better understanding and development of the direct marketing strategies in the Romanian market.