Direct Marketing Vs Creative Marketing: Evaluation and Analysis in Malaysia

Marketing is the only business function that truly engages with customers. Marketing can be divided into two type which are the direct marketing and creative marketing. Direct marketing is a database driven marketing strategy, which relies on communication with customers whilst creative marketing is the technique of building customers trust and loyalty. For this paper, it consists of five parts or chapters. The first part is introduction to the research conducted while the second part is related to the review of literature regarding direct marketing and creative marketing. The third part focuses on the research conducted through surveys by distributing questionnaires to the entrepreneurs from various type of industries in Malaysia. Meanwhile, the fourth part is pertaining on the results of the research conducted along with some discussion. The final and last part would be the conclusion and a few recommendations on the overall research. As a whole, the study regarding direct marketing and creative marketing is an interesting field to study however, there is still a challenge because knowing more about the field require more and deeper analysis on each one of it in order to gain a positive impact on building relations with clients, fulfilling their needs and demand along with having more sales.