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Chapter 19: Managing Personal Communications Rianna Leigh R. Salazar May 12, 2010
Questions to ask How should we reach our customers? How should our customers reach us? How can our customers reach each other?
Managing Personal Communications Direct and Interactive Marketing Word of Mouth Personal Selling
Direct marketing can reach more prospects at the right moment.
Direct-mail permits target market selectivity and flexibility.
Marketers must go where the customers are, and that’s online.
Niche social networks offer a targeted market spread of brand message
Buzz marketing generates publicity by unexpected or outrageous means.
Blogs are an important outlet for word of mouth
Viral Marketing encourages consumers to pass along the message
Sales-force performance is critical.
The sales rep is the company.
Sales rep require encouragement and special incentives.
Recap Direct marketing can reach more prospects at the right moment. Marketers must go where the customers are, and that’s online. Niche social networks offer a targeted market spread of brand message
Recap Word of mouth involves buzz and viral marketing. The sales rep is the company. Sales rep require encouragement and special incentives.
Chapter 19: Managing Personal Communications Rianna Leigh R. Salazar May 12, 2010

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