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2. Literature review This chapter will present all of the theories that relates to the research questions. The theories will be summarized in a conceptual framework in the end of the chapter. 2.1 Marketing Marketing can be defined as the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large. Marketing activities centres on an organization’s efforts to satisfy customer wants and needs with products and services that offer competitive value. (Keegan & Green, 2015) 2.1.1 Direct marketing The Direct Marketing Association defines direct marketing as any communication with consumer or business recipient that is designed to generate a response in the form of an order, a request for further information and/or a visit to a store or other place of business. Companies use direct mail, telemarketing, television, print and other media to generate responses and build databases filled with purchase histories and other information about customers. (Keegan & Green, 2015) Direct marketing is connected to a focused segmentations strategy, which is targeting a specific target group and/or segment. It is a fairly easy method if here is access to databases with customer records. (Gezelius & Wildenstam, 2011) Table 1 Direct vs. Mass marketing Source: Adapted from Keegan & Green, 2015. P. 450 5PDF Image | Case Study about how Companies Communicate their Brands on Social Media
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