TAILIEUCHUNG - Lecture Marketing management: Chapter 19 - Phillip Kotler, Kevin Lane Keller

After studying this chapter you will be able to understand: How can companies conduct direct marketing for competitive advantage? How can companies carry out effective interactive marketing? How does word of mouth affect marketing success? What decisions do companies face in designing and managing a sales force? How can salespeople improve their selling, negotiating, and relationship marketing skills? | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth and Personal Selling Chapter 19 Discussion Questions How can companies conduct direct marketing for competitive advantage? How can companies carry out effective interactive marketing? How does word of mouth affect marketing success? What decisions do companies face in designing and managing a sales force? How can salespeople improve their selling, negotiating, and relationship marketing skills? Direct Marketing Catalogs and Kiosks Telemarketing Interactive TV Mobile Devices Web Sites Direct Mail Direct marketing is the use of consumer-direct (CD) channels to reach and deliver goods and services to customers without using marketing middlemen. Direct marketing has been outpacing . retail sales. It accounted for almost 53 percent of total advertising spending in 2009, and companies spent more than $149 billion on direct marketing per year, .

• Marketing - Bán hàng
• Marketing management
• Lecture Marketing management
• Marketing strategies
• Marketing plan
• Direct marketing
• Marketing skills
• Core marketing
• Integrated marketing
• Marketing mix
• Marketing management tasks
• Lectures Marketing management
• Defining marketing for the 21st century
• The importance of marketing
• The scope of marketing
• The new marketing realities
• Conducting marketing research
• What constitutes good marketing research
• Review investment Completed investment
• Marketing expenses
• Marketing performance measurement
• Managing a holistic marketing organization
• Holistic marketing organization
• Trends in marketing practices
• Organizing the marketing department
• Defining Marketing for the 21st Century
• The goal of marketing is
• Core marketing concepts
• Global marketing
• Global marketing management
• Lecture Global marketing management
• Global marketing research
• Global marketing strategies
• Global marketing operations
• Marketing research
• Integrated marketing channels
• Marketing communications
• Managing integrated marketing communications
• Sales management
• Import management
• Advanced diploma in business management
• Business management
• Strategic marketing management
• Product management
• Brand management
• Global internet marketing
• Sustainable marketing