ABSTRACT
Direct marketing comes in a variety of forms. It is one of the fastest growing areas of marketing and is being propelled by enormous technical advances, particularly in the field of computer technology. The term direct marketing refers to a collection of techniques, which, when applied, enables firms to market their goods and services directly to their customers. It is a proactive approach to marketing that takes the product and/or service to the potential customer rather than waiting for them to come to a store or other point of access. Party-plan companies have been selling products directly to customers in people's homes for many years. The telephone has been used for business-to-business sales for a long time, particularly for the regeneration of 'routine' orders and for making sales appointments. In some situations a direct sale result is unlikely or inappropriate. In such cases some other form of measurable response might be used.
