The definition of direct marketing: A rejoinder to bauer and miglautsch

This article considers the definition of direct marketing proposed by Bauer and Miglautsch (2) in the Journal of Direct Marketing in light of the reality of the direct marketing industry. It suggests that their definition is really a definition of the direct marketing system, rather than of direct marketing per se, and that two definitions may be needed, one for direct marketing, and one for direct marketing system. It stresses that an acceptable definition must define direct marketing as it is, rather than what would constitute effective or efficient direct marketing.