Direct marketing is a marketing strategy where companies promote their products to potential customers via a direct channel of communication, such as telephone or mail. Unlike mass marketing, companies employing direct marketing target only a selected group of customers. For instance, a bank may decide to directly promote their first-time home buyer mortgage program to only newlywed customers. In accordance with the general principle of marketing, a direct marketing campaign strikes for the maximum net profit. Nevertheless, how does a campaign select which customers to contact so that it can achieve the maximum net profit?.
