Syllabus of National Institute of Technology - Tiruchirappalli (NIT-T) MBA - MB757 Direct Marketing

Definitional-Scope-Objectives-New Direct Marketing approaches-Integrating the communication-DM Media

Introduction-process: developing, utilizing and enhancing-privacy and maintenance of database. Mailing list-Approaches, techniques and types-rental list: practice procedure and characteristics. Customer and prospect list-List brokers, compliers and managers.

Developing a positioning strategy-creative strategy development-creative strategy management-managing the creative process-copy appeals-Guidelines to create good copy-strategic writing-Improving the mailing package.

Direct Mail Marketing-Catalog Marketing-Telemarketing-Direct Response Television-Direct Response Radio-Direct Response in print media-B2B Direct Marketing.

Managing the lead generation program-DM profitability-DM testing and experimentation-DM research and its future.

Books :

1. William J. McDonald, "Direct Marketing: An integrated approach", McGraw Hill, Singapore, 1st Edition, 1998

2. Bob Stone, "Successful Direct Marketing Methods", NTC Business BOOK, USA, 5th Ed., 1995.

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