TM404 Lecture 3 Strategic Underpinnings 1...课件.pptVIP

* * * * * * * * * * Building long-term relationships Discussion: Developing the DM plan What do you think the steps are? * .Self answer questions Session 1- Exercise 1 - Direct Marketing Defined Session 1- Exercise 2 - The role of direct marketing * Useful Website Australian Direct Marketing Association (ADMA) .au/asp/index.asp? Australian legislation .au/au/cth/? Australian Marketing Institute .au/bwWebsite/? Canadian Marketing Association /? Direct Marketing Association? (of USA) /index.php? Direct Marketing Association (UK) .uk/content/home.asp * 7.Sources Text Book: n/a Reading Lists: Blattberg, R.C. et al.; (2008); Database Marketing; Springer; Available from Amazon A quantitative approach to direct marketing. Well beyond the scope of any unit in the marketing courses but an invaluable reference for those interested in models, methodologies and techniques of measuring the outcomes of direct marketing.? Bird, D.;(2206);Commonsense Direct and Digital Marketing; Kogan Page; Available from A More a “how-to” manual than a text. Very favourably reviewed by purchasers. * Any Questions? * Strategic underpinningsand direct marketing planning * * * * * * * * * * * * * * * * * * * * * * * * * Into To Trading Online * Direct Marketing for E-Business TM404 Lecture 3 Strategic Underpinnings and Direct MKT Planning Module Leader: Brian Lo Tel. 2232 8774 Rm: 5-4-406 Email: brianwlo@ * Lecture Introduction 1. Developing a dialogue with your customer 2. Building the relationshipDifferences Sources Summary 1.Developing a dialogue with your customer1.1 From suspect to advocate Suspect Prospect Buyer Customer Frequent Customer Loyal Customer Advocate 1.2 Using a database Identifying your best customers Finding more like them 1.3 Lifetime value of a customer Has been a mainstay concept in direct marketing for many years Is relatively new to traditional marketing, but growing in importance A vital component of relationship marketing An important c