MKT-840

Course Number

MKT-840

Course Name

One-To-One Marketing

Course Credits

3.00-

Description

'Individualized marketing is one of the fastest growing avenues for targeting customers. This course explores the philosophies underlying individualized marketing including one-to-one marketing, customer relationship management, and mass customization. In addition, the tools of direct marketing including direct mail, catalogs, telemarketing, and online activities are examined. The class will review and discuss books, academic and practitioner articles, and case studies concerning this topic.'


	MKT-840 Course Number MKT-840 Course Name One-To-One Marketing Course Credits 3.00- Description 'Individualized marketing is one of the fastest growing avenues for targeting customers. This course explores the philosophies underlying individualized marketing including one-to-one marketing, customer relationship management, and mass customization. In addition, the tools of direct marketing including direct mail, catalogs, telemarketing, and online activities are examined. The class will review and discuss books, academic and practitioner articles, and case studies concerning this topic.'