Direct Marketing

Course Code: MKT 414

Credit Hour: 3

Course Group: Specialization Course: Marketing

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Introduction: Definition - Decision targeting, Personalization - invisible strategies – Measurability - The decision variables of direct marketing - General objectives of direct marketing program - The media of direct marketing.

Planning of Direct marketing program: The elements of direct marketing - program plan - The role of service agencies.

Offer planning & positioning: Elements of the direct marketing offer - considerations in designing the offer - planning offer for multistep programs - the importance of positioning.

List segmentation: Advantage of segmentation, affecting factors - segmentation characteristics - Segmentation techniques -Comparison of segmentation techniques.

Fulfillment & customer service: Elements of fulfilling, order form issues - Receiving orders - processions orders - inventory policy - warehousing, customer service.

Profitability & lifetime value: Revenue profit & contribution – costs -Profit & loss statements. B2B Direct Marketing: Process - B2B database.

Catalog marketing: Development - Appeal of catalog - Developing & marketing catalog - catalog design.

Telephone Marketing: Basic types - Developing Telephone marketing programs - establishing in-house telephone marketing programs

Direct response in Print media

Direct response in broadcast media

Direct response in interactive media

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Books Recommended:

Mary Lou Roberts, Paul D. Berger Direct Marketing,

Roods Mullin, Direct Marketing, Kogan Page, limited, UK, Prentice Hall USA