Директ-маркетинг у різних країнах світу. Методичні підходи до планування директ- маркетингу

Abstract

The publication considers an important aspect of marketing - direct marketing, and its various methodological approaches to planning, taking into account the peculiarities of countries of the world. It is noted that the effectiveness of direct marketing is significantly dependent on cultural, economic and social factors that influence consumers. The article considers strategies of adaptation and standardisation for different markets, as well as important aspects of consumer behaviour and consumer psychology, which are taken into account when planning direct marketing conditions in different countries.