CONTEMPORARY APPROACH TO DIRECT MARKETING IN THE BUSINESS MARKET

In the time and world of changes, many tend to claim that some of the earlier classical concepts of marketing theory and practice are no longer so relevant for initiating modern entrepreneurial attempts, and thus for successful business between different business subjects on the contemporary electronic market. However, the relationship between traditional direct marketing and electronic marketing could be best described as erratic. To support that, on one side, is the fact that electronic marketing, with the help of internet, has enabled companies to achieve, with lower costs, interactively-driven business and competative advantages, with providing global accessability to marketing information. On the other hand, traditional direct marketing, based on the valuable and irreplaceable marketing resources and techniques, unique in its ability to comprehand the integral complexity of the marketing concept and to establish best directions of the marketing communication with consumers, has provided the foundation for all new and modern methods of direct marketing. Therefore, the electronic marketing represents addition to the traditional direct marketing with the special reflection in the area of business market.

Key words: direct marketing, electronic marketing, B2B marketing, business market, internet.

JEL Classification: M31