Although the academic and professional body of knowledge of contemporary advertising is significa... more Although the academic and professional body of knowledge of contemporary advertising is significant and successfully being developed worldwide, the "missing link(s)" still exist(s). Like in other marketing fields, some relatively important segments of advertising history are not properly investigated and documented. Most of popular academic publications related to the subject have been predominantly occupied with historical facts and case-studies from the early progressive societies, but there are few relevant evidences on development of advertising in other, less glamorous contexts.
As a direct marketing technique, direct selling is used by both big global corporation and small ... more As a direct marketing technique, direct selling is used by both big global corporation and small and medium enterprises to reach their respective customers without the cost of intermediary services of wholesale and retail chains. Before the emergence of the internet, direct selling mostly relied on catalogue sales and interpersonal interaction between sales representatives and prospects in-person or over the telephone. Many companies applied this technique to market different types of goods and services, such as cookware, nutritionals, cosmetics and insurance. Some direct selling companies also offered individuals and small-scale entrepreneurs an opportunity to became part of their sales force network comprising of numerous locally focused sales representatives or sales consultants. Based on face-to-face discussions and product demonstrations, these sales representatives establish strong relationships with prospects and loyal customers. With the emergence of the internet, direct post and print catalogues became obsolete and replaced by direct emails and webshops. Furthermore, communication with prospects and regular customers reached another level with the usage of various social media platforms, which resulted with the birth of the social selling concept. While being explorative in its nature, this paper aims to shed some light on the Avon's direct selling business model in the context of the Croatian market. As one of the pioneers of direct selling in the US, Avon became a global player thanks to its well-developed sales force network. Avon entered the Croatian market in 1997 and managed to develop a network of around 15.000 sales representatives in the following years. Like in the rest of the world, the Avon's business model in Croatia is mainly based on door-to-door sales supported with multiple iterations of product catalogues. With the recruitment of millennials, Avon also put some focus on social selling but lacks to fully utilise the potential of various social media platforms. However, the recent COVID-19 pandemic had a catalytic impact on further digitalization of Avon's direct selling business model.
Although there are no doubts about the positive general attitude towards the contemporary corpora... more Although there are no doubts about the positive general attitude towards the contemporary corporate social responsibility issues related to packaging within the context of recycling and recovery, the industry could be concerned about possible cost inefficiency caused by strict environmental regulations. The abovementioned could not be denied, but the example of Croatian beer industry indicates that newly introduced "environmental regulations", in most cases, could not be blamed for negative changes related to buying behavior, sales structure and profitability - in general.
Udžbenik Principi prodaje i pregovaranja obrađuje teme osobne prodaje kombinirajuci relevantne zn... more Udžbenik Principi prodaje i pregovaranja obrađuje teme osobne prodaje kombinirajuci relevantne znanstvene spoznaje s prakticnim informacijama. Udžbenik donosi razradu prodajnog procesa, uz pratece, komplementarne teme, poput prodaje u međunarodnom kontekstu te utjecaja digitalnih tehnologija na moderan koncept prodaje.
Although the academic and professional body of knowledge of contemporary advertising is significa... more Although the academic and professional body of knowledge of contemporary advertising is significant and successfully being developed worldwide, the "missing link(s)" still exist(s). Like in other marketing fields, some relatively important segments of advertising history are not properly investigated and documented. Most of popular academic publications related to the subject have been predominantly occupied with historical facts and case-studies from the early progressive societies, but there are few relevant evidences on development of advertising in other, less glamorous contexts.
As a direct marketing technique, direct selling is used by both big global corporation and small ... more As a direct marketing technique, direct selling is used by both big global corporation and small and medium enterprises to reach their respective customers without the cost of intermediary services of wholesale and retail chains. Before the emergence of the internet, direct selling mostly relied on catalogue sales and interpersonal interaction between sales representatives and prospects in-person or over the telephone. Many companies applied this technique to market different types of goods and services, such as cookware, nutritionals, cosmetics and insurance. Some direct selling companies also offered individuals and small-scale entrepreneurs an opportunity to became part of their sales force network comprising of numerous locally focused sales representatives or sales consultants. Based on face-to-face discussions and product demonstrations, these sales representatives establish strong relationships with prospects and loyal customers. With the emergence of the internet, direct post and print catalogues became obsolete and replaced by direct emails and webshops. Furthermore, communication with prospects and regular customers reached another level with the usage of various social media platforms, which resulted with the birth of the social selling concept. While being explorative in its nature, this paper aims to shed some light on the Avon's direct selling business model in the context of the Croatian market. As one of the pioneers of direct selling in the US, Avon became a global player thanks to its well-developed sales force network. Avon entered the Croatian market in 1997 and managed to develop a network of around 15.000 sales representatives in the following years. Like in the rest of the world, the Avon's business model in Croatia is mainly based on door-to-door sales supported with multiple iterations of product catalogues. With the recruitment of millennials, Avon also put some focus on social selling but lacks to fully utilise the potential of various social media platforms. However, the recent COVID-19 pandemic had a catalytic impact on further digitalization of Avon's direct selling business model.
Although there are no doubts about the positive general attitude towards the contemporary corpora... more Although there are no doubts about the positive general attitude towards the contemporary corporate social responsibility issues related to packaging within the context of recycling and recovery, the industry could be concerned about possible cost inefficiency caused by strict environmental regulations. The abovementioned could not be denied, but the example of Croatian beer industry indicates that newly introduced "environmental regulations", in most cases, could not be blamed for negative changes related to buying behavior, sales structure and profitability - in general.
Udžbenik Principi prodaje i pregovaranja obrađuje teme osobne prodaje kombinirajuci relevantne zn... more Udžbenik Principi prodaje i pregovaranja obrađuje teme osobne prodaje kombinirajuci relevantne znanstvene spoznaje s prakticnim informacijama. Udžbenik donosi razradu prodajnog procesa, uz pratece, komplementarne teme, poput prodaje u međunarodnom kontekstu te utjecaja digitalnih tehnologija na moderan koncept prodaje.
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