TAILIEUCHUNG - Lecture Marketing: The core (5/e): Chapter 18 – Kerin, Hartley, Rudelius

Chapter 18: Implementing interactive and multichannel marketing. After reading this chapter you should be able to: Describe what interactive marketing is and how it creates customer value, customer relationships, and customer experiences; explain why certain types of products and services are particularly suited for interactive marketing;. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO: LO2 Explain why certain types of products and services are particularly suited for interactive marketing. Describe what interactive marketing is and how it creates customer value, customer relationships, and customer experiences. LO1 18- LO4 Define cross-channel shoppers and the role of transactional and promotional websites in reaching these shoppers. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO: Describe why consumers shop and buy online and how marketers influence online purchasing behavior. LO3 18- SEVEN CYCLES. ONE BIKE. YOURS. 18- CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE CUSTOMER VALUE IN MARKETSPACE LO1 Marketplace Marketspace Form Utility Possession Utility Time Utility 18- FIGURE 18-1 Trend in online shoppers and online

• Marketing - Bán hàng
• Lecture Marketing
• Marketing process
• Targeting marketing opportunities
• Satisfying marketing opportunities
• Implementing interactive
• Multichannel marketing
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing mix
• Marketing task
• Marketing management
• Customer needs
• Capturing customer value
• Integrated marketing plan
• Strategic planning
• Marketing effort
• Marketing environment
• Managing marketing information
• Developing marketing information
• Customer driven marketing strategy
• Marketing channels
• Delivering customer value
• Communicating customer value
• Integrated marketing communications strategy
• Direct marketing
• Dialogue builder
• Companywide strategic planning
• Planning marketing
• Online marketing
• Sustainable marketing