Direct Marketing & sales promotion

Readings assigned: Go to MAIN PAGE

February 2:

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

February 9:

1. LTVA Intro

2 'As seen on TV'

3. Note Handouts - Lecture 2

4. Loyalty programs

5. Rules of the Marketing Game - Lecture on Case

6. Range Rover Case (photocopy) - Quiz #1 !!

February 23:

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

2. LTVA

March 1:

1. Marketing Articles

2. Meet Proctor - Lecture