Direct marketing

Direct marketing is the use of consumer-direct (CD) channels to reach and deliver goods and services to customers without using marketing middlemen.

Definition

According to Marketing Management by Keller and Kotler (15th edition),

Direct marketing. The use of consumer-direct (CD) channels to reach and deliver goods and services to customers without using marketing middlemen.

According to the Marketing Communications by Fill (5th edition),

Direct marketing. A communication tool that uses non-personal media, to create and sustain a personal and intermediary free communication with customers, potential customers and other significant stakeholders. In most cases this is a media-based activity.