Face-to-Face, One-to-One Marketing and Hispanics
- Topics:
- Public Relations
- Source:
- Refresher Publications
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Overview: Relationship marketing is, literally, marketing that is meant to engender a "relationship" between consumer and advertiser. The definition of this relationship is dependent upon the advertiser's goals and can range from the purely transactional to the extremely personal, which requires some knowledge of consumer motivation. The importance of personal attention has prompted many companies to execute face-to-face marketing efforts in areas of high Hispanic concentration. Direct marketing.is another effective way to engage in face-to-face communication. Buick, for example, has sent mailers to Hispanic Buick buyers in various stages of the ownership experience. While budgets and time play an important part in determining the marketing mix, face-to face initiatives should be considered a high priority when addressing the Hispanic consumer. This technique is fairly adaptable, and can range from a local event presence to extensive options such as hiring policies.
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Format: HTML | Date: Jan 2003 | Pages: 1
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