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MARKETING

MKTG-431 Direct Response Marketing (3) Course Level: Undergraduate

Direct Response Marketing (3) Examination of direct marketing tools, such as direct mail, direct-response broadcast and print advertising, and telemarketing. Use of database technology to target prospective customers, and review of direct marketing in specific industries such as financial, retail, political, and fund-raising. Prerequisite: MKTG-300 or MKTG-250.