Measuring the effect of direct marketing tools on customer’s attitude: An application on (Tommy Hilfiger)

Abstract

Firms are always searching for new ways to attract new customers and retain old customers. Regardless of what the firm provides whether it’s a physical product or specialized service they need customers who purchase regularly. The main goal of direct marketing is making customers take a specific action; which is usually the purchase action rather than the attempt to increase brand awareness. The “call for action” technique is what differentiates direct marketing from other forms of marketing. Direct marketing can enable marketers to increase customer’s loyalty by sending them birthday cards on their birthdays, special premiums and information on new arrivals.