(Kotler, Chap. 18-1) How Can Companies Conduct Direct Marketing For Competitive Advantage?

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(Kotler, Chap. 18-1) How Can Companies Conduct Direct Marketing For Competitive Advantage?

(Kotler, Chap. 18-1) How Can Companies Conduct Direct Marketing For Competitive Advantage?

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  • 1. How Can Companies Conduct Direct Marketing For Competitive Advantage? Kotler, Chapter 18 Prof. Sameer Mathur, Ph.D. Prof. Prem P. Dewani, Ph.D.
  • 2. Sameer Mathur BuddingMarkets.com IIM, Lucknow, Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 BTech, Indian Institute of Technology, Roorkee 1995 – 1999 2 Prem Prakash Dewani IIM, Lucknow, Marketing Professor 2013 – Ph.D. (Marketing) 2007 – 2013
  • 3. Contents 3 Direct Marketing Interactive Word Of Mouth Sales Force Sales Person Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 4. Introduction 4 Personal dialogue between customers, intermediaries, and the company is vital for maintaining a strong relationship and ensuring success. Marketing Management | Kotler and Keller
  • 5. Direct Marketing For Competitive Advantage 5 1. Direct Marketing can reach prospects at the moment they want the solicitation and therefore be noticed by more highly interested prospects. Marketing Management | Kotler and Keller
  • 6. 6 Direct Marketing For Competitive Advantage 2. Direct Marketing lets marketers test alternative media and messages to find the most cost-effective approach. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 7. Direct Marketing For Competitive Advantage 7 3. Direct marketing also make the direct marketer’s offer and strategy less visible to competitors. Marketing Management | Kotler and Keller
  • 8. Ways To Conduct Direct Marketing 8 Catalog Marketing Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 9. Ways To Conduct Direct Marketing 9 Telemarketing:-Telemarketing is the use of telephone and call centers to attract prospects, sell to existing customers, and provide services by taking orders an answering questions. Marketing Management | Kotler and Keller
  • 10. Image credits • https://www.google.co.in/search?q=how+can+companies+conduct+direct+marketing+for+competitive+advantage&source=lnm s&tbm=isch&sa=X&ei=Y110U9iPLcmzuATC3ICICA&ved=0CAcQ_AUoAg&biw=1366&bih=624#q=direct+marketing&tbm=isch&fa crc=_&imgdii=_&imgrc=Oo00- y2LKZsLZM%253A%3BseChZ6Ar9tFHfM%3Bhttp%253A%252F%252Fwww.nicciandlee.com%252Fimages%252FBlog%252Fdire ct-marketing-799573.jpg%3Bhttp%253A%252F%252Fwww.nicciandlee.com%252Fblog%252Ftag%252Fdirect-marketing% 252F%3B595%3B640https://www.google.co.in/search?q=how+can+companies+conduct+direct+marketing+for+com petitive+advantage&source=lnms&tbm=isch&sa=X&ei=Y110U9iPLcmzuATC3ICICA&ved=0CAcQ_AUoAg&biw=1366&bih=624#q =direct+marketing&tbm=isch&facrc=_&imgdii=_&imgrc=meP_4fIkrUc4YM%253A%3BgsZZNoDQDHpWWM%3Bhttp%253A%252 F%252Fisaacsmarketinggroup.com%252Fwp-content%252Fuploads%252F2013%252F10%252FDirect- Marketing.jpg%3Bhttp%253A%252F%252Fisaacsmarketinggroup.com%252Fdirect-marketing-tips-from-img- 2%252F%3B405%3B333 • https://www.google.co.in/search?q=how+can+companies+conduct+direct+marketing+for+competitive+advantage&source=lnm s&tbm=isch&sa=X&ei=Y110U9iPLcmzuATC3ICICA&ved=0CAcQ_AUoAg&biw=1366&bih=624#q=direct+marketing&tbm=isch&fa crc=_&imgdii=_&imgrc=bbrZYx9g_yNVmM%253A%3B0_ECFaibEJpo5M%3Bhttp%253A%252F%252Fwww.seo-optimizers. 10 com%252Fimages%252Fdirect_marketing.jpg%3Bhttp%253A%252F%252Fseo-optimizers.com%252Fdirect-marketing% 252F%3B700%3B255 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 11. Image Credits • https://www.google.co.in/search?q=how+can+companies+conduct+direct+marketing+for+competitive+advantage&source =lnms&tbm=isch&sa=X&ei=Y110U9iPLcmzuATC3ICICA&ved=0CAcQ_AUoAg&biw=1366&bih=624#q=direct+marketing&tb m=isch&facrc=_&imgdii=_&imgrc=5VbeP6ZMKUO1ZM%253A%3Bcso1wsk5QvzNzM%3Bhttp%253A%252F%252Fcreatives andbusiness.com%252Fwp-content%252Fuploads%252F2010%252F11%252FCreatives-and-Business-Direct-Marketing- For-Artists.jpg%3Bhttp%253A%252F%252Fcreativesandbusiness.com%252F1328-direct-marketing-for-artists-an-introduction% 11 252F%3B720%3B960 • https://www.google.co.in/search?q=how+can+companies+conduct+direct+marketing+for+competitive+advantage&sourc e=lnms&tbm=isch&sa=X&ei=Y110U9iPLcmzuATC3ICICA&ved=0CAcQ_AUoAg&biw=1366&bih=624#q=catalog+marketing &tbm=isch&facrc=_&imgdii=_&imgrc=mZKUaWWEuaPQ3M%253A%3B31zttTaloMOljM%3Bhttp%253A%252F%252Fwww. catalogs.com%252Fprograms%252Fwp-content% 252Fthemes%252Fintrepidity%252Fimages%252Fpic1.jpg%3Bhttp%253A%252F%252Fwww.catalogs.com%252 Fprograms%252F%3B794%3B518 • https://www.google.co.in/search?q=how+can+companies+conduct+direct+marketing+for+competitive+advantage&sourc e=lnms&tbm=isch&sa=X&ei=Y110U9iPLcmzuATC3ICICA&ved=0CAcQ_AUoAg&biw=1366&bih=624#q=catalog+marketing &tbm=isch&facrc=_&imgdii=_&imgrc=xOXhtfsdNSTqaM%253A%3BW4qJgqCOOFNL1M%3Bhttp%253A%252F%252Fww w.mequoda.com%252Fwp-content% 252Fuploads%252Fnewspics%252Fsipwr.32205.fig1.gif%3Bhttp%253A%252F%252Fwww.mequoda.com%252Fr eviews-and-studies%252Fpublishing-case-studies%252Famazon-catalog-marketing-website-case-study% 252F%3B555%3B442 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 12. Sameer Mathur BuddingMarkets.com IIM, Lucknow, Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 BTech, Indian Institute of Technology, Roorkee 1995 – 1999 12 Prem Prakash Dewani IIM, Lucknow, Marketing Professor 2013 – Ph.D. (Marketing) 2007 – 2013
  • 13. Over 1 Million views from more than 100 countries Top 1% most viewed Prof. Sameer Mathur Over 250 presentations on Marketing www.BuddingMarkets.com