Abstract
The direct and database marketing can be differentiated from classic marketing as it is an individual approach of the customer. As the consumer behaviours are in constant evolution, direct and database marketing help companies integrate rapidly consumer needs and attempts. This is an interactive system of marketing which uses one or more advertising media to manage a measurable response and/or transaction at any location. Database marketing is a supporting discipline for the direct marketing. It gives direct marketers the opportunity to build strong objectives and strategies as this tool is a very measurable help for marketers' researches and give a large volume of information.
DM has huge advantages for organisations. They can have relevant information about the customer contributing to the development of a database. Marketers here can control the product, they have no intermediaries also. DM is a good support to in marketing communication efforts. It has been shown that its components help in a more effective promotion. It really contributes to advertising.
DM strategy is developed around five basic steps. Setting objectives and making strategies/Communication of an offer/Response or customers ordering/Handling exchanges and return/Database maintenance.The DM strategy will also turn around two main points. Keeping existing customers by developing a strong customers' loyalty, and in the same time acquiring new customers.
