Integrated Marketing Communication: Pentacom, 4/e, 4th Edition

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Direct Communication

Chapter Objectives

1. To define direct marketing techniques and how they are used
2. To understand the importance of developing and maintaining customer and prospect databases for a high impact direct marketing strategy
3. To learn how customer relationships within the context of a direct marketing strategy can be managed better
4. To identify the roles and relative effectiveness of the different channels used for direct marketing
5. To learn how to measure the effectiveness of a direct marketing strategy

Direct marketing is the most widely used communication technique by firms in a wide spectrum of sectors, today. These sectors include service industries, the consumer goods sector, distribution and B-to-B. A direct marketing strategy ...