In addition to providing an introduction to the principles of direct marketing, this course emphasizes catalog marketing, especially as it relates to the business of fashion. Both retail traffic-building and mail-order catalogs are covered. Students examine such diverse topics as merchandising, creative marketing, and results analysis and fulfillment from two divergent points of view – those of the professional manager and the entrepreneur. 3 credits Prerequisite: MRKT 103 or MRKT 103H
