Style and Statistics

Chapter 6 Marketing

Imagine a world where there was no such thing as junk mail. A world where every e-mail, coupon, promotional offer, or even commercial was actually of interest to you. You no longer needed to record your favorite shows on your DVR and to fast forward through the commercials because you are intrigued to hear about offers and what items are coming out in the near future. The coupons that are sent to you are for products that you actually use and become incentives for you to shop. The promotions you receive are for items that you buy and the types of promotions that you would typically act on. Marketing is headed here in the future. Let’s all hope that this comes to be quickly because my e-mail and recycling bin are constantly full with junk offers.

Of course, today marketing is not only advertising. Advertising as a component of marketing has evolved to include flyers, newspaper ads, magazine ads, radio clips, television commercials, digital ads, and, my favorite, social media. Brands and retailers are now advertising on many types of platforms.

Marketing is the overall strategic planning, execution, and measuring of how a retailer or a brand interacts with its customers and how that brand is perceived. Public relations and community involvement intersect with and aid in brand perception. Marketing has become a lifetime relationship between a brand and a customer, which is why it is so critical for personalization. Customers are constantly giving retailers ...