Direct Marketing and its Associated Approaches

The specific nature of direct marketing and the approaches for its implementation are becoming an increasingly prevailing subject of heated and varied discussions. In the current conditions of remarkable dynamics in the marketing environment and global competition, when individual customers increasingly seek to differentiate themselves from the majority and emphasize their uniqueness, direct marketing, as a doctrine and as a range of resources, is precisely the tool that provides opportunities for an individual approach. This article aims to present the distinctiveness and the key features of direct marketing, as well as the directions for its implementation. The approaches of customisation, of long-lasting relationships and of customer loyalty, both as independently significant concepts and as connected elements of the unified process of direct marketing application, are being analysed. The implemetation process of these approaches is traced in the context of the relationship between the company and the user as an important feature of direct marketing.