Marketing direto nos tempos atuais: um estudo de caso maxi publicidade

Abstract

This study set out to create a model of efficient and effective Direct Marketing within the context of the current market. The survey was initially performed through a literature review of the historicity of Marketing since its inception till today, were also considered the concepts that orbit term in Marketing. The study allowed the theoretical Marketing for Direct Marketing, its conceptualization and categories. Within the categories identified two could be linked to the case study: Direct Mail and Personal Selling. The Direct Marketing allows actions are measured and it is known that the effectiveness of each action. Therefore, we applied a model associated with Mail Merge Personal Selling for the launch of an advertising agency, the Maxi Advertising. The application came from theoretical study and database. After applying the action Direct Marketing was the analysis of their results. In the final it was noted that this survey exceeded expectations identified by theorists.