Ch 17.docx

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Department
Management and Organizational Studies
Course
Management and Organizational Studies 2320A/B
Professor
All Professors
Semester
Spring

Description
Ch 17 Direct and Online MarketingDirect marketing and its benefits to customers and companiesMajor forms of direct marketingHow companies have responded to the internet and other powerful technologies with online marketing strategiesHow companies go about conducting online marketing to profitably deliver more value to customersPublic policy and ethical issues of direct marketingCase about Amazon managing online relationships welldoes this through direct marketingDirect marketingconnecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationshipsNew Direct Marketing ModelIn the past sold goods by mail and telephoneToday can do stuff onlineDirect marketingelement of the promotion mix and channel that has no intermediariesMost companies use direct marketing as a supplementary channel or medium The Bay Globe and MailSome firms use it as the only approach such as Amazon eBayGrowth and Benefits of Direct MarketingFastest growing form of marketingMore weborientedMany benefits to both buyers and sellersoBuyersConvenient easy and privateReady access to a wealth of a productAccess to a wealth of comparative information about companies products and competitorsInteractive and immediateoSellersBuilding customer relationships
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