Chapter 1 - What is Direct Marketing, Chapter 2- Building Databases, Selecting Customers and Managing Relationships, Chapter 3 - Developing Lists and Discovering Markets...
Topic 2: Segmentation, Targeting, Differentiation and Positioning, Topic 1 - What is Marketing?, Topic 3: Planning, Strategy and the Marketing Environment...
Week 1 - Introduction: Strategy and Economics, Week 2 - Horizontal and Vertical Boundaries of the Firm, Week 3 - Vertical Boundaries of the Firm and Incomplete Contracts...