The aspects of direct marketing activation on the basis of interactive applications introduction are examined. Basic advantages, linked with the use of the integrated marketing communications during formation of direct marketing strategies are open up.
Keywords: advertising, direct marketing, users, information, internet, communications
Cite as: Maksymova, T. (2010). Innovative tool of direct marketing. Marketing and Management of Innovations, 1, 78-81. https://doi.org/10.21272/mmi.2010.1-09