TAILIEUCHUNG - Lecture Principles of Marketing - Chapter 17: Direct and online marketing

In this chapter, you will learn: The new direct-marketing model, growth and benefits of direct marketing, customer databases and direct marketing, forms of direct marketing, online marketing, setting up an online marketing presence, public policy issues in direct marketing. | Chapter Seventeen Direct and Online Marketing: Building Direct Customer Relationships 1 Direct and Online Marketing: Building Direct Customer Relationships The New Direct-Marketing Model Growth and Benefits of Direct Marketing Customer Databases and Direct Marketing Forms of Direct Marketing Online Marketing Setting up an Online Marketing Presence Public Policy Issues in Direct Marketing Topic Outline 2 The New Direct Marketing Model Direct marketing A marketing channel without intermediaries An element of the promotion mix Fastest-growing form of marketing Note to Instructor This Web link is for the DMA association—this would be an interesting site to explore with the students as it addresses many key issues in the industry. Of particular interest is the “marketing news” and the “advocacy” areas that can be viewed right on the homepage. 3 Growth and Benefits of Direct Marketing Convenience Ready access to many products Access to comparative information about companies, products, and

• Marketing - Bán hàng
• Principles of Marketing
• Lecture Principles of Marketing
• Marketing strategy
• Online marketing
• Direct marketing
• Direct marketing model
• Marketing process
• Marketing information
• Managing Marketing information
• Marketing in the digital age
• Marketing strategy in the digital age
• Sustainable marketing
• Marketing ethics
• Social criticisms of marketing
• Marketing myopia
• Market segmentation
• Marketing environment
• Demographic environment
• Marketing channels
• Supply chain management
• Social responsibility
• Customer insights
• Marketing research
• Bài giảng Nguyên lý Marketing
• Integrated direct marketing
• Marketing communicationsm
• Simple marketing system
• Strategic planning
• Planning Marketing
• Personal selling
• Global marketplace
• Global marketing environment
• Global marketing program
• Communicating customer value
• Marketing communications strategy
• Building customer relationships
• Marketing’s role
• Economic environment
• Company’s microenvironment
• Customer driven Marketing strategy
• Market targeting
• Introduction of Marketing
• Marketing mix 4P’s
• Strategic planning and marketing process
• Changing marketing opportunities
• Analyzing marketing opportunities
• Managing the marketing effort
• Marketing management’s ability
• Marketing department plan
• The marketing information
• Analyzing marketing information
• The marketing communications mix
• Modern marketing system