Principles of Marketing, 17/e

Direct and Digital Marketing

Author Comment

For most companies, direct and digital marketing are supplemental channels or media. But for many other companies today—such as Amazon, GEICO, or Priceline—direct marketing is a complete way of doing business.

Direct and digital marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. Companies use direct marketing to tailor their offers and content to the needs and interests of narrowly defined segments or individual buyers. In this way, they build customer engagement, brand community, and sales.

Direct and digital marketing

Engaging directly with carefully targeted individual ...