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Chapter 16

Chapter 16 - Direct Marketing.docx

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Chapter16DirectMarketingDirectMarketingDefinitionSystem of marketing by which organizations communicate directly with target customers to generate response or transitionCan occur in form ofoPhone inquiryoRetail visitoPurchaseoOnlineUses direct response media such asoDirec mailoTelemarketingoInteractive TVoPrintoInternetRequires development and use of a databaseoList of customers or potential customersDevelopingaDatabaseUsed for database marketinguse specific information about customer to implement more effective communicationUsing Database InfooCreate one first using names addresses posl codes demographics lifestyles credit etc oAllows statistical analysis to be performedoObjective is to trial purchase Several functions
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