MarketingManagement.pdf

318 CHAPTER17 MANAGINGDIRECT ANDON-LINEMARKETING Many direct marketers see direct marketing as playing a broader role these days ...

The Growth and Benefits of Direct Marketing 319 makes the direct marketer’s offer and strategy less visible to competitors. Fina ...

320 CHAPTER17 MANAGINGDIRECT ANDON-LINEMARKETING To identify prospects:Many companies generate sales leads by advertising their ...

Major Channels for Direct Marketing 321 ping lists. Streamline also keeps a database on what customers buy and when. Based on ea ...

322 CHAPTER17 MANAGINGDIRECT ANDON-LINEMARKETING resentatives and agents to carry out the direct-selling task. In addition, many ...

Major Channels for Direct Marketing 323 Global consumers in Asia and Europe are also catching on to the catalog craze. A full 90 ...

324 CHAPTER17 MANAGINGDIRECT ANDON-LINEMARKETING build its brand over the Internet, Seattle-based casual apparel maker Eddie Bau ...

Managing Electronic Commerce and On-Line Marketing 325 stores, airports, and other locations. For example, the Florsheim Shoe Co ...

326 CHAPTER17 MANAGINGDIRECT ANDON-LINEMARKETING These new on-line buyer capabilities mean that the exchange process has become ...

Managing Electronic Commerce and On-Line Marketing 327 Electronic Presence A company can establish an electronic presence on the ...

328 CHAPTER17 MANAGINGDIRECT ANDON-LINEMARKETING Despite the ubiquity of banner ads, the “click-through rate” (the number of use ...

Managing Electronic Commerce and On-Line Marketing 329 Despite the possibility of being perceived as a spammer, savvy marketers ...

330 CHAPTER17 MANAGINGDIRECT ANDON-LINEMARKETING measures and new code-breaking measures. To allay users’ fears, Lending Tree (w ...

Notes 331 NOTES The terms direct-order marketinganddirect relationship marketingwere suggested as subsets of direct marketing b ...

332 CHAPTER17 MANAGINGDIRECT ANDON-LINEMARKETING Gerald D. Boyd, “Cyberspace Caters to Wine Buffs,”San Francisco Chronicle,May ...

Managing the Total Marketing Effort The marketing organization will have to redefine its role from managing customer interaction ...

W e now turn from the strategic and tactical management of marketing to its ad- ministration. Our goal is to examine how firms o ...

THE EVOLUTION OF THE MARKETING DEPARTMENT Marketing departments have evolved through six stages. Companies can be found in each ...

This arrangement permits the CEO to obtain a more balanced view of company op- portunities and problems. Suppose sales start sli ...

shows five specialists. Additional specialists might include a customer-service man- ager, a marketing-planning manager, and a m ...