Learn in the textbookBrand Strategy and Channel Push/Pull Strategies
DefinitionDirect marketing (ダイレクトマーケティング) is a method in which a company bypasses retailers and other distributors and reaches individual customers directly by mail, email, phone and so on, receiving responses such as orders and inquiries directly.
ExplanationCustomer lists and purchase histories let the company tailor what it sends to each person. Because responses are recorded customer by customer, it is easy to see which outreach worked.
AnalogyIt is like a mail-order company sending past buyers catalogs matched to their tastes, then learning from the returned order cards which customers responded.
Memory hookDirect means with nothing in between, the same idea as buying straight from the maker or having goods shipped straight to your door.