Marketing in the sphere of postal communication of developing countries

摘要

The main trends of the development of the world postal communication market are examined. Com-parative analogies of mail marketing are conducted including in Arab and ex-USSR countries. The growing gaps between the development of the real economy and e-commerce in developing countries are confirmed and some basic directions for development of mail business are determined. The marketing strategies of postal operators are analyzed and the possible options for their adjustment are proposed. Mail services are in demand in a modern society and consequently postal operators should be constantly improved. The world has developed a set of rules for international postal items and recommendations for conducting mail business for developing countries. The purpose of the study is to clarify the marketing concept for postal operators in developing countries in modern conditions. The result of the study identifies the main trends for the development of the postal communication market in the world, namely: direct mail services, financial sector services and logistics. On the basis of the development of modern postal operators, e-entrepreneurship is actively developing, which creates the prerequisites for creating fundamentally new types of structures that combine the characteristics of a financial institution, a post office, an entrepreneurial and logistics center. Comparative analogies of mail marketing are conducted, which allowed the development of recommendations for adjusting marketing strategies in developing countries.