Meaning of Direct Marketing
|The marketing without intermediaries is called direct marketing. In this type of marketing, the producer himself encourages or motivates the customers to buy goods or services. Direct marketing helps to establish relationship, strengthen, deepen and maintain it. Different writers have defined direct marketing. The important ones have been given as follows:|
According to William J. Stanton, Michaela J. Etzel and Bruce J. Walker, "Direct marketing as using advertising to contact consumers who, in turn, purchase products without visiting a retail store."
According to Philip Kotler and Gray Armstrong, "Direct marketing is marketing through various advertising media that interact directly with consumers, generally calling for the consumers to make a direct response."