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Kotler Summary – Chapter 23: Marketing Management

Managing Direct & Online Marketing

Planning a Direct Marketing Campaign

Types of Online Marketing Channels

For a Company to Go Online

  1. Determine if benefits (gains) exceed costs.
  2. Create electronic storefront
  3. Participation in forums
  4. Participation in newsgroups
  5. Participation in bulletin boards
  6. Place ads online
  7. Use e-mail

Trend: Although companies still view direct & online marketing as a subsidiary role in the marketing/communications mix, many have begun to practice integrated marketing communications (a.k.a. integrated direct marketing (IDM)), which focus on multimedia as an approach to advertising (has proven to be effective).

Direct marketers build strong relationships with customers. (Should be extra careful not to use campaigns that irritate customers or that invade privacy.