Direct Marketing Tools a Way to Market Success

Abstract

New conceptual developments in the field will have to take into account the developments in the telecommunications and IT sectors, which makes the focus in the future on the ability of direct marketing to create communication channels that stimulate active consumer involvement in the communication process, in perspective, through it, also in the production (provision) and distribution of different products and services. In the first part of this article I talk about the evolution of direct marketing, and in the second part I present ways, direct marketing tools that are paramount today and that lead an organization, a producer to profit. If databases are now the key to the definition of direct marketing, the future will bring interactivity and its effects to the forefront. Starting from the features of direct marketing, captured by the definition given above, some essential questions can be discussed regarding the relationship between direct marketing and the organization's marketing communication, respectively the relationship between direct marketing and the global marketing activity of the organization.