Direct marketing

Direct marketing is a set of techniques that facilitate the immediate and direct contact with the prospective buyer, especially segmented (social, economic, geographic, professional, etc.) in order to promote a product, service, idea, using means or direct contact systems (emailing, telemarketing, couponing, mailing, new technologies that offer us "virtual markets", multimedia systems and all new media provide us with technological advances on line). People prefer to buy, and usually only bought, to people with whom you have a close relationship and they trust. In this context, they are increasingly taking positions relevant business practices that had hitherto occupied marginal positions in the global business landscape. An essential to carry out these new practices adapted to the digital environment guide is "direct and interactive marketing. effective campaigns with their customers, "Josep Alet.

Advertising marketing

The company is organized around a number of features that ensure the ability to make your business vision reality and accomplish the mission that has been set. These functions are essentially production, financial, marketing and sales, human resources, communication, quality and research and development. The objectives of each of these areas and the strategies put in place to achieve them, must be consistent with what the company wants to achieve. Everything must be coordinated. Can you imagine the result if production policy is not consistent with the sales or decisions of the financial department? Marketing is responsible for translating the overall objectives of the company in the four core competencies for which it is responsible: product, price, distribution and commercial communication, known in English as the 4 Ps of the marketing mix (product, price, place and promotion) . To resolve the latest promotion, you can use different possibilities: advertising, direct marketing, promotional marketing, product public relations, merchandising, etc. Most often today is to create a communication plan that combines several of these formulas, and contact with the public can be more effective. When you see an ad, think about the whole arrangement. It is convenient to know to avoid three mistakes. The first, falling into a frivolous view of advertising or, second, believe that is the most extraordinary activity performed by the organization. The third is to think that advertising works as free of constraints as does an artist. The best advertising campaigns usually arise after understanding very well the activity of the company and the four Ps of the marketing mix. These are not the only factors that need to know, but they are the essential factors. A product or service work depends not only on advertising. As we see, in the offer it involves a broad set of variables and when the consumer decides to choose, the weight attached to advertising changes, among other reasons, according to the product type. Convincing is not so simple, however high the quality of your product, your idea interesting or useful your service, especially if you have competitors who put on the market actually offers similar to yours. The difficulty of achieving be a known and loved by the public brand is greater than ever. Developed countries live very different from other times economically period. If you apply what you know about history, economics and social sciences, you will agree with these five stages of corporate governance that have conditioned the marketing activity and the role of advertising: Production stage, defined by a market that absorbs totlamente supply, it is limited and the consumer has no difficulty in knowing the possibilities offered. Price is the main reason for market performance. Product stage, typical of an environment that develops: the number of products grows and the differences between them. The products can be classified according to their quality. The consumer begins to raise its level of demand. Stage of the sale, in which supply exceeds demand by improving production systems. Companies have the need to stimulate output products to balance their activity. Competition is multiplied. Consumer stage, which puts the figure of the customer at the center of management. For best results the needs and desires of each consumer group are investigated and, from them, offers are designed as tight as possible to the solutions that are in demand. Stage of social responsibility, which requires the company to be aware of its dimensions, not only economic but social and human. Management must contemplate, next to benefit, related to ethics and general welfare values. This stage must also correspond to a more demanding and critical consumer purchasing decisions. This continuous evolution has been changing marketing strategies and incorporating new in advertising. In recent years the so-called "relationship marketing" seeks to make real orientation towards people and processes, finally leaving behind the idea of ​​business as the exclusive production center. The objective is no longer selling in the short term, but customer loyalty and building relationships with people involved in the company that are beneficial to both parties. Whatever happens in the future, what marketing and advertising have learned is that they must base their work on paying attention to the needs, tastes and desires of the people.

About MBA from ESAN

ESAN's MBA program is a Master of Business Administration or Master in Bussines Administration, focused on Latin America and the Peruvian reality and accredited by the Association of MBAs in the UK. ESAN awarded the academic degree of Master in Business Administration, on behalf of the nation.

The MBA ESAN was the first program of its kind offered in the Spanish-speaking world and currently has 110 graduates promotions during his forty-six years of existence.

ESAN's MBA is consistently featured as a graduate program high level with strong business ties with domestic and foreign companies. Our MBA is internationally recognized for the superior quality of management training and imparting their highly qualified teachers.