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専務理事 成瀬 利昭 TOSHIAKI NARUSE CHAIRMAN

わが国において、ダイレクトマーケティングが新しいショッピング形態として注目され、一般に広く利用されるようになったのは1970年代の後半以降のことで、さほど古い話ではありません。しかし、社会全般の情報化の中で、その後の当業界の発展は目覚しいものがありました。

当協会は、業界がまさに急成長期にさしかかろうとする1976年にメールオーダー・ビジネス・アソシエーション（略称MOBA）として、各方面の要請に応え設立されました。
以来、当協会はその主たる目的を、この業態に関する正しい知識の普及、啓蒙、ノウハウの提供等に置いた活動を行ってまいりました。当協会が収集し、蓄積した欧米諸国のノウハウが、歴史の浅いわが業界においてきわめて有効にはたらいたことは言うまでもありませんが、単にそれらの紹介に止まることなく、相次ぐ新規参入企業はもとより、既存企業の新事業開発に際しても、積極的に参画し、指導を行うことにより、多くの成果を上げてきました。

当協会は、時代に即応するため、1985年に名称を現在のダイレクトマーケティング協会と改め、業界の発展と会員企業の事業拡大に役立つ活動を多彩に展開しております。特に、当協会が進める国際交流活動は、他に類を見ない充実した内容でご好評をいただき、欧米の技術の導入のみならず、企業提携、新事業企画等を実現しております。
今後も皆様のお力添えのもとに、情報化、国際化に対応し、なお一層会員各社の役に立つ協会にしたいと存じます。何卒よろしくお願い申し上げます。

ダイレクトマーケティング協会
専務理事 成瀬 利昭

The history of direct marketing in Japan is still relatively　short,and our industry has come to be a widely-known part of retailing in our country only during the past twenty years or so.
The Nippon Direct Marketing Assosiation had its beginnings under the name of Mail Order Busines Association (MOBA) in 1976,at a time when the industry was still very much in its formative stage,and has established itself as an organzation whihi truly represents the industry in its entire scope.

In 1995,direct marketing sales in Japan totaled approx.
US $ 20 billion, nearly 2.0% of all retail sales.Although this percentage of direct marketing sales to total retail sales is low in comparison with the United Stutes and Europe, it is a fact that the rate of growth of direct markting in our country considerably surpasses the growth rate of the rest of the retail industry and shows a healthy growth trend.

Under its new name the Nippon Direct Marketing Association (NDMA) has a membership of 169 companies who strive for professional excellence in their respective fields. The NDMA offers various kinds of services to its members, and udertakes to create an enviroment whichi is favorable to direct marketing in society as a whole. Part of this effort are the NDMA's professional seminars, the professional dialogues and contacts within Japan as well as with colleagues and enterprises in foreign countries, and the study tours which the NDMA organizes for its members twice a year. The results of these foreign visits have been particularly positive and useful, both in terms of information exchange as well in terms of the many fruitful international business relationships which have grown up as results of these visits between Japnsee firms and companies in the countries which we have visited.

In this " age of uncertainty" it is clear that the trend towards ever more sophisticated information systems and internationalization will continue. Contributing to the sound denelopment of the direct marketing industry, the NDMA sees itself and its member companies as contributing in a vital way to internationalization, clarity in communications, and to improving the quality of life.

TOSHIAKI NARUSE
CHAIRMAN