11.3. New types and methods of trade..............................................
237
Questions for control and discussion.......................................
244
CHAPTER 12. COMMUNICATION POLICY............................................ 246 12.1. The essence, content and objectives of communication
policy........................................................................................
246
12.2. The importance of communication in forming demand and
stimulating sales.......................................................................
252
12.3. Methods of influencing buyers and sellers..............................
259
12.4. The complex of marketing communications and the place of
advertising in it.........................................................................
261
Questions for control and discussion.......................................
266
CHAPTER 13. INTERACTIVE MARKETING........................................... 267 13.1. Direct Marketing......................................................................
267
13.2. Forms of direct marketing........................................................
271
13.3. The essence of Internet marketing and its specific features.....
275
13.4. Product policy on the Internet..................................................
279
13.5. Integrated Direct Marketing.....................................................
283
13.6. State policy in direct marketing...............................................
284
Questions for control and discussion.......................................
288
