“The primary role of direct marketing is to drive a response and shape the behaviour of target audience with regard to a brand (Kotler and Armstrong, 2009). “
This concept will help practitioners to develop and consolidate their understanding, knowledge and application of direct marketing principles and techniques. It reviews the theory and provides practical tools, business applications and implementation information related to direct marketing.
Technique Overview
Direct Marketing Definition
Undertaking marketing activity through various advertising media that interact directly with consumers, generally calling for a consumer to make a direct response is known as direct marketing (Kotler and Armstrong, 2009). It is an interactive use of advertising media to stimulate a behaviour modification in such a way that this behaviour can be tracked, analysed and stored on a database for future retrieval and use which is usually built upon to cultivate lasting customer relationships (Stone and Jacob, 2008).
Direct Marketing Description *
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