This essential shows how direct marketing can be skillfully and profitably utilized. Direct marketing is one of the most important marketing tools for B2C and B2B communication. It establishes a 1:1 contact and reaches customers individually. Good direct marketing finds many opportunities to reach customers multiple times a year, and high data quality ensures increasing success rates and successful campaigns. This volume contains occasions and ideas for the editorial plan of direct marketing, the most important rules for customer dialogue, creative prompts for direct marketing actions, and practical implementation of direct marketing with print media.