Today, dialogue marketing strategies (via mail, telephone, Internet and direct response) are an essential tool for companies to approach, inform and retain customers, as well as providing customer relationship services.The development of sophisticated databases, telemarketing and e-marketing has made direct marketing increasingly popular as a marketing strategy and has encouraged strong investment.Through its many activities, FEDMA is dedicated to building the business of cross-border direct marketing, both through its vast network of contacts and businesses within and beyond Europe and by representation within the institutions of the European Union.