Direct / Online marketing Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Direct Marketing The fastest growing form of marketing
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Benefits to buyers Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall CONVENIENTEASY/PRIVATE WEALTH OF PRODUCTS INFORMATIONINTERACTIVEIMMEDIATE
Benefits to sellers Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall LOW COSTEFFICIENT SPEEDY IMPROVED EFFICIENCIES FLEXIBILITY ACCESS TO BUYERS
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Face to face selling Direct mail Catalogs Telemarketing Direct response TV Kiosks Digital technologies Online marketing Forms of Direct Marketing
Direct mail Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Catalogs
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Direct response TV
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall New digital technologies
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Online Online Marketing CLICK ONLY CLICK AND MORTAR
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Online marketing domains Consumers Targeted Business Buyers Targeted Initiated by Consumers Initiated by Business
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CONDUCT ONLINE MARKETING Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Set up online social networks Online presence Create a web site Place ads and promote online Use
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Web site development
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Content Effective web sites Context Community Customization Connection Communication Commerce
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Social networks
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All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall