Zenon Zenon
Zenon Zenon
Zenon Zenon


Direct marketing compiles the wide range of commercial techniques allowing to identify specific customers, address them directly any kind of commercial offer and, in return, receive direct feedback from them.

Kotler and Dubois observe that the meaning of the expression “Direct Marketing” progressively evolved in the recent years. Originally, it was meant to describe a direct distribution link between the producer and the customer without any retailer. Then, it shifted to any kind of sales closed by mail-order. As remote sales channels are gaining importance, through TV or the Internet, the notion and remit of Direct Marketing are widening. According to the Direct Marketing Association, it is now commonly referred to as an interactive marketing which leverages one or several communication channels aimed at gaining an individual answer or transaction to a commercial proposal. Currently, Direct Marketing uses widespread techniques such as mailing, e-mailing, couponing, catalogue or home sales, phoning, faxing and tele-shopping.

Direct Marketing is a 100% effective, interactive and measurable communication technique.

Zenon
Zenon Zenon
Zenon


- Recruit new customers,
- Develop and retain existing customers,
- Reinforce brand attributes and loyalty.

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