3.0 Learning Objectives

By the end of this chapter, you should be able to:

• Review different marketing technologies within the golf industry.
• List the nine steps of an e-mail campaign.
• Demonstrate best practices for executing an e-mail campaign.
• Describe how PPC (pay-per-click) works.
• Outline what makes up a PPC advertisement.
• Explain why e-CRM (electronic customer relationship management) is an important part of business.
• Discuss how businesses put a value on CRM (customer relationship management) for their organizations.