Direct marketing for the implementation of the concept of sustainable development

• Published in: SHS web of conferences 2023, Vol.172, p.5013
• Main Authors: Israilova, Z.R., Suleymanov, M.М., Vakhaeva, M.A.
• Format: Article
• Language: English
• Subjects: Direct marketing; Information systems; Product development
• ISSN: 2261-2424; 2416-5182; 2261-2424
• DOI: 10.1051/shsconf/202317205013

Direct marketing is one of the most significant and effective strategies in terms of attracting a target audience interested in specific services or products. The essence of this type of marketing is that there is no need to involve specialists in intermediary services, and it is aimed only at its target group of customers. In the implementation of direct marketing, special attention is paid to the marketing information system and marketing research. It is appropriate to note that marketing, as an economic and social category, develops on the basis of continuous changes in technology, supply and demand, which predetermines the adaptability, and not at all the sustainability of the new marketing concept. A marketing information system involves the systematic collection, analysis, interpretation, and communication of market information within an organization. It collects data from both internal and external sources of the organization. All important marketing activities such as price, new product development, packaging, distribution, promotion, media, etc. depends on the information provided by that system. The availability of quality information helps organizations make more informed market decisions. Wrong decisions regarding market operations will have a negative impact on the business and hinder its survival.