[Can direct marketing be used to build customer relationship or is it simply a transactional medium to acquire new customers in the event industry area]

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ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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Abstract

In this study we try to explore the concept of direct marketing in a holistic context. The main focus of the research is on direct marketing and its relation with its impact on event management industry. The research also analyzes many aspects of direct marketing and tries to gauge its effect on the progress and development of event management industry. Finally the research describes various factors which are responsible for adoption of direct marketing by different companies working in the event management industry and tries to describe the overall effect of direct marketing on the corporate world.

Table of Contents

ACKNOWLEDGEMENT2

DECLARATION3

ABSTRACT4

CHAPTER 01: INTRODUCTION6

Introduction6

Background of the Research6

Problem Statement7

Research Aim7

Research Objectives7

Significance of the Study8

Limitations of the Study8

CHAPTER 02: LITERATURE REVIEW10

Introduction to Direct Marketing (DM)10

Benefits of Direct Marketing (DM)13

Current Reputation of Direct Marketing (DM)14

Direct Marketing (DM) for Building Relationship17

Value Creation and Event Management19

Direct Marketing (DM) and Broadening Customer Base20

External Environment: An inevitable factor26

DM: Building relationship or gaining customers? A case of event management28

CHAPTER 03: METHODOLOGY30

Research Design30

Research instruments30

Literature Search Criteria30

Search technique31

Research Ethics31

Keywords used31

Theoretical framework31

CHAPTER 04: DISCUSSION AND ANALYSIS32

CHAPTER 05: CONCLUSION40

REFERENCES41

CHAPTER 01: INTRODUCTION

Introduction

Marketing has been the oldest, yet the most widely practiced principles to make way for conducting business transactions and dealings that individuals have been making for the purpose and objective of creating the best and most effective outcomes as we speak.

Background of the Research

In today's modern world of rapid development, growth and expansion, individuals have been involved in different principles and places that are some way or the other related to the discipline of marketing. People - both individually and collectively, as a team or single-handedly - have been working together towards promoting the realm of marketing. Direct marketing has been a prominent tool involved in the development and expansion of different promotions and campaigns, which provide a platform to directly communicate with the customer or the end-user.

For the purpose and objective of making and designing the success of business, corporate strategies have been considered as the most effective and efficient tools that has been undertaken for the purpose and objective of making significant amends with reference to context of the achieving business goals, targets and objectives.

As such, successful separation strategies often result from women working from outside the system rather than from within it. Separators generally face a certain level of discrimination within the system that they find intolerable and thus decide to opt out, in part to create their own ...