Stan i perspektywy marketingu bezpośredniego w Polsce
In Poland the direct marketing is in its early implementation stage, while in other regions (Western Europe and the USA) we observe its developed form. Various market analysis (including attitude of both corporate and individual customers) indicate that the further development of the direct marketing is expected in our country. Such assumption is additionally confirmed by experts' opinions. An implementation of the direct marketing depends on its capability to adapt to current Polish business environment, overcome its weaknesses and some negative opinions, and, finally, lake advantage of its strengths. Giving up bad practices, building up the clients' confidence, marketing specialists skills upgrade as well as an extensive facilitation of mail-order seem to be the key success factors. It is expected, that directions of the direct marketing development shall change over time. New functions are supposed to become more important, for example: identification of the most attractive customer segment for the company, implementation of programs to increase clients loyalty to a supplier and its products, these are areas that will require more sophisticated data bases.