17 Reviewing and Extending the Concepts
Objectives Review and Key Terms
Objectives Review
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.
Objective 17-1 Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies. (pp 488–490)
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. ...
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