Principles of Marketing-Chapter 17-Direct and Online Marketing BuildingDirect Customer Relationships

This is for Review, EDucational, and Informational Purposes.
1.) Define direct marketing and discuss its benefits to customers and companies.
The New Direct Marketing Model (496–497)
Growth and Benefits of Direct Marketing (497–499)
Customer Databases and Direct Marketing
2.) Identify and discuss the major forms of direct marketing.
Forms of Direct Marketing
3.) Explain how companies have responded to the Internet and other powerful new technologies with online marketing strategies.
Online Marketing
4.) Discuss how companies go about conducting online marketing to profitably deliver more
value to customers.
Setting up an Online Marketing Presence
5.) Overview the public policy and ethical issues presented by direct marketing.
Public Policy Issues in Direct Marketing