Personal selling: Personal presentation by the firm’s
sales force for the purpose of making sales and building
customer relationships.
Public relations: Building good relations with the
company’s various publics by obtaining favourable
publicity, building up a good corporate image, and
handling or heading off unfavourable rumours, stories,
and events.
Direct marketing: Direct connections with carefully
targeted individual consumers to both obtain an
immediate response and cultivate lasting customer
relationships – the use of telephone, mail, fax, e-mail,
the Internet, and other tools to communicate directly
with specific consumers.