 |
| | | | |
Strategic Marketing Management
, Second Edition
Carol H. Anderson, Rollins College, Emerita
Julian W. Vincze, Rollins College, Emeritus
| | |
| | Chapter Exercises
Chapter 13: Direct Marketing
- What is direct marketing, and what is its relationship to both integrated marketing communications (IMC) and distribution?
- What factors have accelerated the growth of direct marketing?
- How are direct marketing tools and media used to obtain direct response from customers?
- What are the major objectives of direct marketing activities?
- How are direct marketing tools integrated among themselves and with other communications mix and marketing mix elements?
- What are the key elements and the underlying decision variables of the direct marketing process?
- What are the major issues and trends that are of concern to direct marketers?
| |
| |
|
|
|
