The Japan Academic Society of Direct Marketing was established on 22nd October, 2001 by people of experience in the direct marketing business, people of academic standing in direct marketing, and consumer affairs experts. Its aim is the sound development of direct marketing through theoretical and empirical research, and co-operation with other relevant academic societies and organisations.
Direct marketing, where marketers approach their customers directly, has been increasing in significance in Japan in recent years. The direct marketing business has been supported by a rising number of consumers and its sales amount has reached over 2 trillion yen. It is expected to grow even more in accordance with the expansion of the internet. Various kinds of direct marketing businesses, including direct delivery from producing areas and business-to-business direct marketing, are growing.
Mass marketing has hit the wall as a sales promotional method, and one-to-one marketing, a method of direct marketing, is expected to replace it.
Under these circumstances, direct marketing is enhancing its impact in business activities in Japan, and accordingly requires constant innovation and improvement by integrating academic theories and business expertises.