MKTG 2201 Chapter Notes - Chapter 14: Viral Marketing, Advertising Mail, Direct Marketing

• School: Northeastern University
• Department: Marketing
• Course: MKTG 2201
• Professor: Lefevre Duane

Document Summary

Direct and digital marketing engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships: the new direct marketing model. No intermediaries for direct marketing many companies use it as a supplementary medium. However, now direct marketing for many companies is a primary way of doing business: rapid growth of direct and digital marketing. Digital marketing is growing really fast: benefits of digital and direct marketing to buyers and sellers. Convenient, easy, and private give buyers access to a huge amount of goods and information on them. For sellers low cost efficient speedy alternative for reaching markets, as well as offering sellers greater flexibility. Forms of direct and digital marketing: huge new set of digital direct marketing tools has burst onto the marketing scene. Digital usage/impact is growing very steadily as a result a lot more people shop online. Most companies market online with some companies operating only online.