Section 1
, Sep 11 - Dec 11, 2000
The Washington Square vicinity.

3 credits

This course covers the broad range of marketing for various publishing activities. It includes analyzing market opportunities, marketing research, consumer buying behavior, marketing forecasting, market segmentation, and pricing strategies. All elements of market planning and budgeting are considered for book programs, magazines, and online information services. In addition, it places a special focus on direct marketing, the uses of databases, and return on investment.