Return to results
Book chapters (1999), Encyclopédie de la Gestion et du Management - E.G.M., Dalloz, pp. 788-790

Marketing direct

This article defines Direct Marketing as a marketing strategy which relies on specific information managed in a database to build a specific offer for each customer. Then tactical and media decision's main characteristics are presented.

DESMET, P. (1999). Marketing direct. In: Encyclopédie de la Gestion et du Management - E.G.M. 1st ed. Dalloz, pp. 788-790.