INVASION DIREKTMARKNADSFÖRING

Sammanfattning: Direct marketing is an area within marketing that is growing rapidly. Many companies has realised the benefits of using direct marketing, such as receiving direct response from customers and gaining a better customer relation. The growth within direct marketing means that traditional mass marketing today face harder competition than ever. This thesis examines and look in to three well recognised Swedish companies use of direct marketing. Our main purpose is to establish how companies spend their marketing budget between direct marketing and traditional marketing activities. In this purspose, we aim to look in to the companies marketing activities over the last few years. In relation to this, we also want to establish the main reasons for why companies has increased their direct marketing.