Kotler19sales - MARKETING MANAGEMENT 12th edition Managing...

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MARKETING MANAGEMENT 12 th edition 19 Kotler Keller Managing Personal Communications
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2 Chapter Questions How can companies use integrated direct marketing for competitive advantage? How can companies do effective e- marketing? What decisions do companies face in designing a sales force? How do companies manage a sales force efficiently? How can salespeople improve selling,
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3 Direct Marketing Use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen. Stages of growth Mass mailing database mktg interactive mktg Real time personalised mktg life time mktg
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4 Direct Marketing Channels Catalogs Direct mail Telemarketing Web sites Email marketing Mobile devices Interactive TV
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5 Public Issues in Direct Marketing Irritation Unfairness Deception/fraud Invasion of privacy
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6 Constructing A Direct-Mail Campaign 1 Establish objectives 2 Select target prospects 3 Develop offer elements 4 Test elements 5 Execute 6 Measure success
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7 2 Target market & Selecting Prospects RFM Formula for Selecting Prospects Reach Frequency Monetary value
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8 3 Elements of the Offer Strategy Product Offer Medium Distribution method Creative strategy
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9 4 Components of the Mailing Outside envelope Sales letter Circular Reply form Reply envelope
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Types of Telemarketing Telesales Tele coverage Tele prospecting Customer service and technical support
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11 Other Media for Direct Response Television Direct Response Advertising At home shopping channels Videotext Kiosks
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12 Interactive marketing Designing an Attractive Web Site Context Content Community Customization Communication Connection Commerce
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13
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