Section 1
, Sep 6 - Nov 08, 2000
The NYU Midtown Center, 11 West 42nd St.

2 credits

It is obvious that the Internet will play a major role in the future of direct marketing. Some direct marketers already function entirely on the Internet. Others use the Internet for brand-building, as an additional medium to advertise to prospects, to deliver information to existing customers, and to provide customer service. Some companies have elaborate Web pages that offer detailed information regarding products and services in an interactive mode, preparing prospects for visits to dealers. This course provides students with basic information about how the Internet functions, how it is being used by different direct marketers, measurement and results research, and costs. Most importantly, it helps students to think about how the Internet might be used by direct marketers in the future.