Branding strategy

1.How can marketing communications be used to support and develop branding strategy?

2.Direct marketing allows for interaction between the organization and its customers.

Explain the role of digital marketing in direct marketing.

Does digital marketing reduce the overall marketing budget by reducing reliance on traditional distribution channels? Give examples to support your answer.

1.1 We referred in the chapter to a preference for the term ‘demand chain’ rather than ‘supply chain’. What is the key driver for this change in focus and how can this new paradigm offer benefits for all partners? 2 The efficiency of a demand chain can be greatly increased through the application of relationship marketing techniques. Discuss the major benefits and disadvantages of this approach.