Readings assigned

html> Readings assigned

Direct Marketing & sales promotion

Readings assigned: Go to MAIN PAGE

May 24:

1. The 12 Most Common Direct Mail Mistakes

2. 14 Keys for Successful Mailings

3. Anatomy of a Direct Mail letter

4. Marketing manager sheet

5. Basic Issues covered in Lecture 1

6. Simple example of DM in action

7. Chapter 24 Kotler pp.654 to 659 (photocopy)

May 31:

1. LTVA Intro

2 'As seen on TV'

3. Course folder - Lecture 2

June 7:

1. Rules of the Marketing Game - Discussion & Analysis (graded)

Range Rover Case (Course folder) Quiz 1

June 14:

1. Marketing Articles

2. Customer Retention Case
(Chapter 24 & Lecture 2)- Lecture

June 21:

1. 'Do you value customer value?'
Introduction & lecture to Database Marketing

July 5 :
.. 1. Quantifying LTVA (course folder)

2.. 3. Quiz 2 (course folder)

July 12 :

1 Customer Relationship Management (CRM) & lecture & quiz 3 24) - Lecture & Quiz 2
CRM notes from class lecture

July 19:

1. We will do both Data Mining & Target marketing

2. Introduction to Data mining (articles)

3. Data Mining Class lecture

July 26:

Appealing to all the senses in branding. [(Since you got zero in the Customer Retention case: the 2.5points will be transferred to the discussion of this case study instead)
2. CRM & Call centers (course folder)
1.

Aug 9 :
1. What leading banks are learning about databases (Case from course folder)
2. Instructor's notes in the course folder on the above reading
A multi-channel world: BT Case study (course folder)

August 16:

1. One to one Marketing (Case from course folder) - Quiz 4

August 23rd & 30th :

1. CRM at Tesco
2. Customer Loyalty

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