Customer Relationship Management

In this course, students examine integrated marketing communication in an international context with an emphasis on direct marketing. The power of direct marketing, its role, advantages and limitations in an international marketing program are covered. The concepts of database management and customer relationship management (CRM) are stressed since direct marketing is increasingly tied to recognizing the value and benefits of knowing individual customers and building long-term relationships with them. The implications of CRM in an international setting are discussed. Telemarketing is also covered.