MARKETINGMANAGEMENT120edqlitionEManagingPersonalCommunicationsRKoilerKellerChapterQuestions目Howcancompaniesuseintegrateddirectmarketingforcompetitiveadvantage?目Howcancompaniesdoeffectivee-marketing?毛WhatdecisionsdocompaniesfaceindesigningaSalesforce?目Howdocamipanis3mahiageasalesfarceefficiently?目Howcansalespeopleimproveselling,negotiating,andrelationshipmarketingSkills?DirectMarketingUseofconsumer-directchannelstoreachanddelivergoodsandservicestocustomerswithoutusingmarketmiddlemen.“uDirectMarketingChannels目CatalogsaDirectmailaTelemarketing目WebSites目EmailInalketing目MobiledevicesInteractiveTV“RRPubliclssuesinDirectMarketing日lrritation目UnfairnessaDeception/fraud目InvasionofprivacyConstructingADirect-MailCampaignEstablishobjectivesSelecttargetprospectsDevelopofferelements4TestslementtsExecuteMeasureSucCess“JRFMFormulaforSelectingProspects目Recency目Frequency目Monetaryvalue“JElementsoftheOfferStrategy目Product目Offer目Medium目DistributionmethodCreativestrategy“JComponentsoftheMailingaOutsideenvelopeSalesletter目CircularaReplyform目RePIyehvelope“JRTypesofTelemarketingaTelesales。TelecoverageaTeleprospectingCustomerserviceandtechnicalsupport