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Direct Marketing, Sales Promotion, and Public Relations

In: Marketing Management

Author

Listed:
  • Michael R. Czinkota

    (Georgetown University
    University of Kent)

  • Masaaki Kotabe

    (Waseda University
    University of Hawaii at Manoa)

  • Demetris Vrontis

    (University of Nicosia)

  • S. M. Riad Shams

    (Northumbria University)

Abstract

As a method of promotion, precision marketing is likely to expand significantly because of the explosive growth of the internet and data collection techniques needed to drive it. Precision marketing is best evidenced by direct mail activity and telesales. Sales promotion should be used almost exclusively in support of other promotional activities because it offers essentially short-term gains, whether or not it takes the form of price-based promotions. Despite its limited effectiveness, however, this form of promotion accounts for a greater proportion of the overall spending than advertising. Trade shows and sponsorships are specialized activities that may have much to offer to some organizations because of their dual benefit of demonstration and interaction. Public relations is a neglected resource in most organizations. In terms of press relations, it offers a very cost-effective vehicle for promotion. In terms of corporate relations, it is the vehicle for dealing with many of the contacts with the external environment, in both a reactive and a proactive way.

Suggested Citation

  • Michael R. Czinkota & Masaaki Kotabe & Demetris Vrontis & S. M. Riad Shams, 2021. "Direct Marketing, Sales Promotion, and Public Relations," Springer Texts in Business and Economics, in: Marketing Management, edition 4, chapter 13, pages 607-647, Springer.
    • Handle: RePEc:spr:sptchp:978-3-030-66916-4_13
    DOI: 10.1007/978-3-030-66916-4_13
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