Principles of Marketing, 17/e

Forms of Direct and Digital Marketing

Author Comment

Direct marketing is rich in tools, from traditional favorites such as direct mail and catalogs to dazzling new digital tools—online, mobile, and social media.

The major forms of direct and digital marketing are shown in Figure 17.1. Traditional direct marketing tools include face-to-face selling, direct-mail marketing, catalog marketing, telemarketing, direct-response television marketing, and kiosk marketing. In recent years, however, a dazzling new set of digital direct marketing tools has burst onto the marketing scene, including online marketing (websites, online ads and promotions, email, ...