Introduction

The Finnish Direct Marketing Association (Finnish DMA) represents the entire interactive value chain in Finland. The member companies of the association include the largest book and magazine publishing companies, mail order houses, direct selling companies, companies in trade and industry, banks, insurance companies, advertising agencies, planning agencies, mobile marketing agencies, consultancies, as well as many other service enterprises in the field, such as addressing, mailing, printing and telemarketing companies.

The objective of the Finnish DMA is to support the direct marketing industry and the members of the association in establishing a good and trusting relationship with consumers, media, business, industry, the authorities and government institutions.

Interactive marketing companies representing several different sectors of the industry share the view that the interests of consumers, the national economy and business will be best served, if the marketing of goods and services is targeted with the best possible precision to those potentially interested in the particular products and services offered. Effective interactive marketing does not waste the resources of the consumer or the environment, it makes profitable business possible and does not disturb those uninterested in the offered product or service. The short distribution channel in the direct marketing industry makes competitive pricing possible. The general object of interactive marketing is in establishing a secure, permanent and personal relationship with the customer.