  Analysis Into The Relationship Between Direct Marketing And The Financial Service Industry: Examination Of The Strategic Shift In Marketing Expenditures Ref: market0010 As
the worldwide political
and regulatory climate continues to be increasingly liberal towards the
encouragement of free trade, it becomes more difficult to sustain
market
leadership based on short-term sales oriented transactions. Sellers
must engage
in building and maintaining long—lasting relationships with
their customers. In
support of this view, it can be argued that customer loyalty can no
longer be
relied upon because there is greater product and service choice.
According to
Sasaki (1999) marketing must relax to this in a positive way be
integrating new
customers into a company in an attempt to develop a new relationship
between
hem and the company.
12,000
words
–
52 pages in length 1: Introduction Problem Issues And Analysis Objective Specific Objective Methodology 2: Literature Review Introduction What Is Advertising Advertising As A Form Of Communication Process Advertising As A Promotional Tool In The Financial Services Industry Acquisition Of New Customers Retention Of Existing Customers Cross Selling Staff Morale Corporate Stability Consumer Apathy Types Of Advertising Above The Line Below The Line What Is Direct Marketing A Move Towards Below-The-Line Direct Marketing Fragmentation Pf The Advertising Media Consumer Power Struggle Between Manufactures And Retailers Technology Reason For Growth Of Direct Marketing Social Reason For Growth Fragmentation Of Society Proliferation Of Media Greater Consumer Sophistication Consumer Want To Be In Control Business Reason For Growth Even More Competitions Drive For Cost Effectiveness Interest In Customer Retention And Loyalty Continuing Drop In Computer Processing Costs Core Benefit Of Direct Marketing Growing Importance Of Direct Marketing And Services Sectors Inherent Advantages Increasing Competition Customer Services Other Promotional Tools Used By Financial Services Organisation Public Relation Sales Promotion Point Of Sale (POS) And Merchandising Packaging Sponsorship 3: Methodology Introduction Direct Marketing Tools Telemarketing Direct Mail Direct Response Marketing New Media Relationship Marketing 4: Conclusions Introduction Conclusion Recommendation 5: Future Trends & Analysis Introduction Future Trends And Forecast Technological Advancement Individual Targeting Forecast 6: Bibliography 7: Appendix Section 
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