Database Foundations of internet Marketing chapter5-1_

소개

인터넷 마케팅의 영문판 로버트 책의 챕터 5 부분의 앞부분 해석 및 영문판입니다.

목차

Generic Direct Marketing Strategies

직접 마케팅의 전략들 총칭

Critical Strategy Elements

중요한 전략 요소

Offers That Incite to Action

행동을 위한 자극의 제공들

The Front End Versus the Back End

앞 (활동)끝에 비해 뒷(활동)끝

본문내용

Critical Strategy Elements
The marketing mix that supports direct marketing programs uses slightly different terminology from the four Ps of traditional marketing: product, price, promotion and place. The components are:
● The offer-product, price, positioning and any product-related elements that make up the complete proposition presented to the prospective customer
● The list- the targeting vehicle, such as a rented list of potential customers
● The media used-any medium can be direct-response medium with the proper implementation
● The creative execution- which tends to play a secondary role in this action-oriented context
● The service and support-long recognized as a key element in this environment where the shopping experience and many sensory stimuli are not present

There elements are all required to implement any direct-response program. It is, however especially important to understand the role of the offer in developing Internet marketing strategies.

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