January 2017
Beginner
580 pages
160h 2m
English
This chapter is the last of four chapters covering the final marketing mix element—promotion. The previous chapters dealt with advertising, public relations, personal selling, and sales promotion. This oneinvestigates the burgeoning field of direct and digital marketing, including online, social media, and mobile marketing.
Direct and digital marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. ...