Building Brands Using Direct Marketing - A Case Study

Increasing competitiveness in the marketplace has led to pressure being applied to brands and past poor brand management in the 1980s saw brands suffering under short-term, profitability based aims. The need for stability throughout the commercial environment in the 1990s has led to the longer-term view now being adopted by marketing practitioners. This paper will highlight how direct marketing can be employed as a strategic marketing management tool to build a brand through the establishment of a mutually beneficial relationship. In this paper the authors will demonstrate the important role that direct marketing can play in establishing and building a brand through the in-depth analysis of a single case study within the business-to-business arena.