Marketing: The Core 3rd Edition by Roger Kerin, Steven Hartley,William Rudelius

تمرين 30

BMW recently introduced its first sport activity vehicle, the X6, to compete with other popular crossover vehicles such as the Mercedes-Benz R-class and Buick's Enclave. Design a direct marketing program to generate ( a ) leads, ( b ) traffic in dealerships, and ( c ) direct orders.