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Marketing Management pp 607–647Cite as

Direct Marketing, Sales Promotion, and Public Relations

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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.

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Author information

Authors and Affiliations

  1. Graduate School and McDonough School, Georgetown University, Washington, DC, USA

    Michael R. Czinkota

  2. International Business and Strategy, University of Kent, Canterbury, UK

    Michael R. Czinkota

  3. Professor of Marketing and International Business, Waseda University, Tokyo, Japan

    Masaaki Kotabe

  4. University of Hawaii at Manoa, Honolulu, USA

    Masaaki Kotabe

  5. Professor of Strategic Marketing Management, Vice Rector for Faculty and Research, University of Nicosia, Nicosia, Cyprus

    Demetris Vrontis

  6. Senior Lecturer in Marketing, Newcastle Business School, Northumbria University, Newcastle upon Tyne, UK

    S. M. Riad Shams

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  1. Michael R. Czinkota
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  2. Masaaki Kotabe
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  4. S. M. Riad Shams
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Correspondence to Michael R. Czinkota .

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Czinkota, M.R., Kotabe, M., Vrontis, D., Shams, S.M.R. (2021). Direct Marketing, Sales Promotion, and Public Relations. In: Marketing Management. Springer Texts in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-66916-4_13

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