[Direct Marketing]

By

[Department Name]

[Date/Month/Year]

Table of Contents

CHAPTER 01: INTRODUCTION1

Background of the Research1

Problem Statement2

Research Aim2

Research Objectives2

Significance of the Study3

Limitations of the Study3

CHAPTER 02: LITERATURE REVIEW4

Introduction to Direct Marketing (DM)4

Benefits of Direct Marketing (DM)4

Current Reputation of Direct Marketing (DM)5

DM: Building relationship or gaining customers? A case of event management5

CHAPTER 03: METHODOLOGY8

Research Design8

Research instruments8

Literature Search Criteria8

Search technique9

Research Ethics9

Keywords used9

Theoretical framework9

REFERENCES11

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.

Direct Marketing involves different facets, tools and interfaces, which are used to capture the minds of the customer. These include mobile messaging, email, interactive consumer websites, or more formally entitled brand sites of a product or brand which requires promotion, understanding and comprehension, online banner ads, online presence of companies promoting their ads, fliers, catalogue distribution in different places and communities to receive immediate output and feedback from the end-user.

While direct marketing has been an important and credible source of providing a valuable outcome and tool to utilize in the area of marketing, the actual reputation and understanding of direct marketing must be evaluated differently on the basis of the surrounding environment.

Problem Statement

The problem statement undertaken for this study shall be '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?'

Research Aim

The basic aim of the research shall to analyze and identify how does direct marketing contribute can be used towards yielding the maximum outcome in terms of gaining promotion and maximum customer base in the area of event management and event industry.

Research Objectives

With a defined research aim, it would help us identify and analyze the kind of research objectives, which shall give out different landmarks, which would act as contributors towards the completion and compilation of relevant findings into this study. In the case of the research aim mentioned above, the objectives designed are as follows:

How has direct marketing contributed towards marketing progress?

How has direct marketing yielded success for companies in the event industry?

How can one highlight and identify the impact of direct marketing on marketing efforts made by companies?

Is direct marketing specific towards building customer relationships?

Can direct marketing be referred to a transactional medium for acquiring new customers?

Significance of the Study

With the study adopted and undertaken for analysis, it would yield out different platforms of opportunities of knowledge, ...