Strategic Database Marketing: The Masterplan for Startign and Managing a Profitable, Customer-Based Marketing Program

Overview

Not only the most thorough guide available on the design and customization of an effective database program,it also takes the reader,step-by-step,through the process of interpreting data and implementing it to improve service quality and customer responses. Topics include: establishing realistic goals for a database marketing system; lead generation marketing; building a database marketing team; mainframes versus decentralized database system; estimating revenues and costs.