CHAPTER 16: IMC: DIRECT MARKETING, PERSONAL
SELLING, PACKAGING, AND SALES PROMOTION
(PAGE 406)
DIRECT MARKETING (PAGE 411)
Book Definition:
Direct Marketing
: A system of marketing in which companies build their own
database of customers and use a variety of media to communicate with them
directly such as those ads and catalogs.
Direct marketing objectives
DM databases (PAGE 411)
Book Definition:
Database Marketing
: Tracking and analyzing the purchasing patterns of specific
customers in a computer database and then targeting advertising to their needs.
Database
: The corporate memory of all important customer information: name
and address, telephone number, NAIC code (if a business firm), source of inquiry,
cost of inquiry, history of purchases, and so on.
Personal selling (PAGE 416)
Book Definition:
Personal Selling
: A sales method based on person-to-person contact, such as by
a salesperson at a retail establishment or buy a telephone solicitor.
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- Fall '08
- BUKOVAC
- Marketing, Advertising, Sales, producer, NAIC, Book Definition
-
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