Download Direct Marketing Course

Direct Marketing Course
Spring 1999
Ron Rymon
IDC, Herzliya
Syllabus
 Class 1,2: Direct Marketing Overview
 Class 3: DM Offer and Clubs in Israel (AB Data)
 Class 4,5: Database Marketing Technologies
 Class 6: Strategic Application of Database
Marketing (Pelephone)
Text books and other sources

Principles of Direct & Database Marketing / Alan Tapp, Financial
Times Pitman Publishing.

Strategic Database Marketing / Jackson and Wang, NTC Bus. Books.

Successful Direct Marketing Methods / Bob Stone, NTC Bus. Books

MUST READ: Being Direct: Direct Marketing That Works / Lester
Wunderman, Adams Media Corp.

Internet:

start with http://www.the-dma.org
 Internet World Guide to One-to-One Web Marketing / Allen, Kania,
Yaeckel, Mecklermedia
Requirements
 In-class exam (70%)
 Short assignment (20%)
– Teams of two, choice of
• Wunderman report (3 pages, 10 min presentation)
• DM campaign design (report)
• Analysis of purchase/response behavior (report)
– Due June 20 (except Wunderman presentations)
 Class participation (10%)
Wunderman Topics
 Clubs - Columbia House
– pp. 94-119, class 2
 Coffee by mail - Gevalia
– pp. 193-202, class 3
 DM and general advertising - Time
– pp. 203-219, class 4
 Curriculum marketing - Ford
– pp. 220-242, class 5
 Customer retention and enhancement - AmEx
– pp. 243-278, class 6
Guidelines for Wunderman Report
 Background
– product, market
– challenge
 The innovation
– ideas, methodology, demonstrated principles
 Implementation
– decision variables, but also tricks
 Measured results