TO EMPHASIZE THE IMPORTANCE of relationship marketing in today's high-tech, overcommunicated world and to demonstrate how various forms of marketing communications can be integrated with advertising to manage an organization's relations with its various stakeholders. Relationship marketing and IMC are two of the most important trends in marketing and advertising today. Direct marketing, personal selling, and sales promotion play different but often overlapping roles that are vitally important to IMC programs. Each offers many opportunities but also has limitations that advertisers should be aware of.
After studying this chapter, you will be able to:
Discuss the importance of relationship marketing and IMC.
Define direct marketing and discuss its role in IMC.
Explain the importance of databases to direct marketers.
Discuss the role of personal selling in an IMC program.
Describe the advantages and drawbacks of personal selling.
Define sales promotion and discuss its importance as a communications tool.
Identify the benefits and drawbacks of sales promotion.
Explain the difference between push and pull strategies and give some tactical examples of each in sales promotion.
