Chapter 17- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seventeen Direct and Online Marketing: Building Direct Customer Relationships

The New Direct-Marketing Model Direct marketing is: A marketing channel without intermediaries An element of the promotion mix Fastest-growing form of marketing

Customer Databases and Direct Marketing Customer database is an organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data Customer Database

Forms of Direct Marketing Personal selling direct marketingDirect-mail direct marketingCatalog direct marketingTelephone marketingDirect-response television marketingKiosk marketingDigital direct marketingOnline marketing