Scientific Journal of KubSAU

The article is devoted to one of the most effective modern means of promotion - direct marketing, which is provided with the help of high integration of marketing functions, high targeting, speed and interactivity are achieved in cooperation with target audience, and rationalization of communication costs is ensured. Direct marketing is described from three positions: as a distribution channel, which ensures the sale of the firm's product directly to the end consumer without the participation of trade intermediaries; as a means of promoting products, based on the use of databases and the combined usage of several forms of communication with the target audience; as a special kind of marketing activity (in a virtual environment). The authors refer direct marketing to synthetic marketing communication, formed on the basis of combining two key types of promotion - personal selling and advertising. The article deals with the key principles of using direct marketing and the main forms of its implementation. The article draws your attention to categories of suppliers that form direct marketing services. The types of organization of the communication process are distinguished through direct marketing, the stages of planning and implementation of the direct marketing campaign are described in details