The features of direct marketing and personal selling as a form of marketing communications

The article summarizes approaches to defining the essence of "direct marketing" concept. It is proved that tools direct marketing, as a component internal are most effective means influencing behavior modern consumers and adaptive market conditions marketing activities, implementation which will contribute achieving corporate goal mission enterprise with minimal time resources. necessity using in activities enterprises justified. problems activating based on introduction interactive systems considered. main advantages associated use Integrated Marketing Communications formation strategies revealed. methodological bases communications analyzed article. expediency different types basis their benefits drawbacks for company's policy. Particular attention was paid dynamics influential communication features digital marketing. As result, it determined should be combined thoroughly, tool eventually an integrated