Tham khảo tài liệu 'brand management waldemar pfoertsch_5', kinh doanh - tiếp thị, pr-truyền thông phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | 112 B2B Branding Dimensions tems and e-business. Cisco Systems for instance has built its entire business around its Global Networked Business GNB model - a direct Internet-based channel. Personal selling is an important brand building tool because everything involved in it actually affects how the brand is perceived by customers. The appearance and manner of the salesperson is just as important as their factual knowledge about the products and services. Every brand contact communicates something to customers and thereby delivers a certain impression about the brand and or the company that can be either positive or Direct Marketing Direct marketing tools include the use of direct mail telemarketing fax e-mail newsletter catalog internet and others to communicate directly with specific customers and prospects. Other definitions of direct marketing already include personal selling as tool which we discussed separately. Direct marketing tools provide companies with several attractive ways of conveying customized messages to individuals. They usually contain up-to-date information because preparation time can be neglected. While being instantly applicable they need to be integrated into the long-term corporate brand message. The use of direct marketing tools has been constantly growing over the last two decades. This is partly due to technological advances of new and improved direct marketing channels but has also to do with the decline in effectiveness of the conventional marketing tools such as advertising. Direct marketing is a tool which allows marketers to reduce wasteful communication to non-target customers or customer A direct marketing tool that has experienced a major take-off in the last decade is electronic shopping. In the B2B context dot-com sites such as or auction portals such as COVISINT or SupplyOn are becoming more and more important. Interactive messaging via CD-ROMs or mini-CDs - sometimes even linked to online .
