BUS340_Spring10_Direct & Online Marketing_No pics14

BUS340_Spring10_Direct & Online Marketing_No pics14...

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Marketing Management BUS 340 Direct & Online Marketing
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Direct Marketing Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships .
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Forms of Direct Marketing 10% of US economy generated through direct marketing sales Company Benefits Targeting, tailoring offers Access to buyers Customer Benefits Convenient, private Immediate, interactive
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Direct-Mail Largest Direct Marketing Medium Targeting Flexibility How do you measure performance? Tracking Promotional experimentation
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Catalog Marketing Digital trend Minimum cost Real-time merchandising Emotional connection to the consumer Storytelling Limited assortment When do you send catalogs?
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Mailing Rules (RFM) Recency A measure of the customer’s last purchase/activity date Frequency A measure of the number of times a customer purchases in a given time period Monetary A measure of the total spending by the customer
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This note was uploaded on 11/21/2011 for the course BUS 340 taught by Professor Manishtripathi during the Spring '10 term at Emory.

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BUS340_Spring10_Direct & Online Marketing_No pics14...

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