Role of Direct Marketing Techniques in Sales Excellence: A Case Study in Iraqi State Company for Rubber and Tires Industries

Abstract

Purpose of this study is to show importance of direct marketing with its four techniques: mail, telephone, catalogues, and YouTube, and to know their impact on sales excellence of company. Personal interviews were conducted with (48) managers in Iraqi State Company for Rubber and Tires Industries, and their answers were analyzed statistically on a questionnaire, the results are strong relationships between variables examined and they offer many advantages to industrial companies. This study attempts to contribute to supporting literature on marketing and providing advice on marketing company's products in a more efficient by highlighting importance of direct marketing for company and the extent of its contribution to achieving sales excellence for its products in the market in which it operates its products in order to be able to deliver the product directly to customers without the intervention of a third party between company and customer in order to achieve competitive advantage by increasing its sales volume, increasing its market share and improving its position in its current industry.