6

Direct marketing

6.1 What is direct marketing?

The term direct marketing refers to a collection of techniques, which, when applied, enables firms to market their goods and services directly to their customers. It is a proactive approach to marketing that takes the product and/or service to the potential customer rather than waiting for them to come to a store or other point of access. It can be a form of ‘non-shop’ shopping and is sometimes referred to as ‘precision marketing’ or ‘one-to-one’ marketing. Rather than the marketing firm sending out a general communication or sales message to a large group of potential customers, even if these constitute a well-defined market segment, direct marketing tends to target a specific individual ...

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