Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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Chapter 17, Problem 17.22MML
Summary Introduction
To Determine: The public policy issues that are related to direct and digital marketing.
Introduction: Direct marketing are activities that work to inspire an direct reaction from an individual beneficiary. Digital marketing includes all advertising, marketing endeavours the utilization of an electronic gadget or the web.
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How should marketers respond to the changing environment?(AACSB: Written and Oral Communication)
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Context: Direct marketing reaches out to consumer directly with personalized messages. Some of the direct marketing activities include direct mail, online advertising, social media marketing, and direct selling.
Inquiry: Why has direct marketing enjoyed such rapid growth in recent years?
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