TAILIEUCHUNG - Chapter 10: Relationship Building: Direct Marketing, Personal

Direct marketing is an effective marketing tool that SMEs should deploy as part of their everyday marketing activity. It is one of the most effective ways a small business can acquire new customers, retain existing customers and or increase the revenue potential of an existing base of customers | 10- Splash Relationship Building: Direct Marketing, Personal Selling, & Sales Promotion The importance of relationship marketing and how to integrate marketing communications with advertising Chapter Chapter Title Chapter 10 Objectives Discuss the importance of relationship marketing & IMC Define direct marketing and its role in IMC Explain the importance of databases to direct marketers Discuss the IMC role of personal selling Describe the advantages & drawbacks of personal selling Define sales promotion & its importance as a communications tool Explain push and pull strategies & give examples of each Identify benefits & drawbacks of sales promotion 10- By Using Linkage Media Understanding Direct Marketing & Its Role in IMC Direct marketing is communication that . . . Generates Store or Business Traffic Generates Direct Orders Prompts Information Requests (Leads) Builds & Maintains a Customer Database Data Management Data Access Reach Frequency Monetary 10- Understanding

• Internet Marketing
• lifetime value
• SME marketer
• marketing campaign
• marketing strategies
• direct marketing
• lifetime relationship
• Marketing management
• Lecture Marketing management
• Creating Long Term loyalty relationships
• Establishing value
• Measuring satisfaction
• Maximizing customer lifetime value
• Estimating lifetime value