Upon completion of this chapter, the student will be able to answer the following questions:

1. What is direct marketing, and what is its relationship to both integrated marketing communications (IMC) and distribution?
2. What factors have accelerated the growth of direct marketing?
3. How are direct marketing tools and media used to obtain direct response from customers?
4. What are the major objectives of direct marketing activities?
5. How are direct marketing tools integrated among themselves and with other communications mix and marketing mix elements?
6. What are the key elements and the underlying decision variables of the direct marketing process?
7. What are the major issues and trends that are of concern to direct marketers?