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kotler_13_tif_19 - Direct marketers and their customers...

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Direct marketers and their customers usually enjoy mutually rewarding relationships. Occasionally, however, a darker side Direct marketers must avoid irritating customers through inconsiderate call times, poorly trained callers, and computerized calls by auto-dial recorded-message players. They must also avoid taking advantage of impulsive or less sophisticated buyers or preying on the vulnerable, especially the elderly. Direct marketers should avoid designing mailers and writing copy intended to mislead, which is deceptive and fraudulent. Consumers are also concerned about invasions of privacy and direct marketers must take care not to allow their knowledge to be used to take unfair advantage of consumers. A hot growth area in interactive marketing is paid search The search terms serve as a proxy for the consumer’s consumption interests and trigger relevant links to product or service offerings alongside search results. Advertisers pay only if
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