The purpose of the following Research Report 1S to establish the current and future direction of Direct Marketing in Australia. The study has three parts.
1. A review of current Australian and Overseas literature outlining the past development, present utilisation and future trends in direct marketing.
2. An analysis of four major Australian studies in the area.
3. A case study analysis of a major Australian firm which has successfully used a direct marketing campaign.
A literature search was conducted and it was found that direct marketing has in the past been a neglected area of research. Much of the literature presented in the report has originated from overseas. This is because direct marketing in Australia is only in an infant stage, in comparison to overseas countries. For example, direct marketing in the United States has become a major form of retailing to the end user. This has not yet occurred in Australia, chiefly because of our small population and therefore small consumer base. However, present trends would indicate that direct marketing will continue to grow in Australia as more firms use this type of retailing and as buyer resistance to the concept of direct marketing decreases. The literature suggests that consumers' behaviour and attitudes are changing in this area. Buyers are becoming more willing to use direct marketing as their lifestyles and attitudes change over time.