Management and Organizational Studies 2320A/B Study Guide - Database Marketing, Loarn Mac Eirc, Mobile Phone

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Document Summary

Direct marketing and its benefits to customers and companies. How companies have responded to the internet and other powerful technologies with online marketing strategies. How companies go about conducting online marketing to profitably deliver more value to customers. Public policy and ethical issues of direct marketing. Case about amazon managing online relationships well does this through direct marketing. Direct marketing connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. In the past: sold goods by mail and telephone. Direct marketing element of the promotion mix and channel that has no intermediaries. Most companies use direct marketing as a supplementary channel or medium (the bay, globe and mail) Some firms use it as the only approach such as amazon, ebay. Many benefits to both buyers and sellers: buyers: Ready access to a wealth of a product. Access to a wealth of comparative information about companies, products and competitors.