Direct marketing and its fastest-growing form

        In this module, we shall examine direct marketing and its fastest-growing form, Online marketing. Direct marketing can be viewed as more than just a marketing tool. It constitutes an overall marketing approach-a blend of communication and distribution channels rolled out in one. We shall learn how companies develop competitive marketing strategies to create long-lasting customer relationships and value. We shall further extend this to global marketing and we shall examine six major decisions that marketers make in global marketing. Objectives: A. Describe direct and online marketing and how it can be used to build direct customer relationships B. Explain how companies adapt their marketing strategies mixes for international markets C. Identify three major forms of international marketing organizations D. Describe three approaches to entering international markets.