Direct marketing comes in a variety of forms. It is on

Direct marketing is not new, as many companies have sold products direct to the public for years e.g. Kleeneeze and Avon who have sold products door to door for many years. Direct mail through the post and mail order catalogues have been utilised for a long time and all are forms of direct marketing. Direct marketing originated in the early 1900s and the Direct Marketing Association (DMA) was established in the USA in 1917. Direct marketing became an important force in the UK in the 1950s, but at this stage of its development it was generally concerned with direct mail, mail order and door-to-door personal selling. Today the scope of direct marketing has expanded dramatically largely due to the use of the telephone and in particular the use of the Internet. Direct marketing includes all marketing communications elements that allow an organisation to communicate directly with a prospect. This includes direct mail, telephone marketing, direct response advertising, door-to-door personal selling and the Internet.

Direct selling is described as marketing products and services directly to consumers face-to-face generally in their homes, at their workplace and other places away from permanent retail locations. It typically occurs through explanation or personal demonstration by a direct salesperson, or direct seller.

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