Home	Managing Customer Relationships Through Direct Marketing Course Materials
	Assignments First Assignment General Resources Case Analysis Template Case of the Complaining Customer Myspace Generation Lecture Powerpoints Course Introduction Offers Clubs and Continuity Programs Testing Creative Strategy Financials and Budgeting Lists Database Marketing CRM Introduction Essential of Direct Response Media Catalogs Two textbooks are required for the course.  They are: Direct Marketing Management, 2nd Ed Roberts & Berger. The Customer Differential, by Melinda Nykamp. Recommended books include: The CRM Handbook:  A Business Guide to Customer Relationship Management by Jill Dyché CRM at the Speed of Light by Paul Greenberg Real Time: Preparing for the Age of the Never Satisfied Customer by Regis McKenna Direct and Database Marketing by Graeme McCorkell Strategic Database Marketing by Arthur M. Hughes Permission Marketing: Turning Strangers Into Friends, and Friends Into Customers by Seth Godin Two course packs are also required, one containing articles and cases and the other containing resources - they are available at Balmer Copy Center.  Included in the packs are readings from the following DM texts:     The New Direct Marketing, David Shepard Associates     The Complete Database Marketer, Arthur Hughes     Common Sense Direct Marketing, Drayton Bird
BACK TO TOP  Last Updated: 12/12/01