DIRECT MARKETING AS COMPETITIVE ADVANTAGE AND COST MINIMIZATION TOOL

Abstract

In recent years, it is seen that enterprises have adopted customer-oriented marketing strategies in an intensely competitive
environment. Promotion activities are important to keep customer satisfaction at the highest level and to create customer
loyalty. In this context, the ability of companies to compete effectively in the sector depends on the reduction of costs in all of
their activities while meeting customer demands and needs.
With direct marketing, which has become popular in recent years, businesses can reduce their costs and gain competitive
advantage by directly targeting their existing / potential customers. In this study, the direct marketing concept is examined and
evaluated in terms of competitive advantage and cost minimization.