Database Marketing: The Ultimate Marketing Tool

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Database marketing is the ultimate extension of direct marketing-selling to an individual rather than to groups, coming full circle to the one-on-one relationship eroded by decades of mass marketing. Other books discuss the subject in theory, but only Database Marketing shows how to use this revolutionary tool to sell everything from packaged goods to financial services. Database Marketing delivers inside guidance from the industry's acknowledged master strategist. Ed Nash reveals the wealth of database ...
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More About This Book

Overview

Database marketing is the ultimate extension of direct marketing-selling to an individual rather than to groups, coming full circle to the one-on-one relationship eroded by decades of mass marketing. Other books discuss the subject in theory, but only Database Marketing shows how to use this revolutionary tool to sell everything from packaged goods to financial services. Database Marketing delivers inside guidance from the industry's acknowledged master strategist. Ed Nash reveals the wealth of database techniques he has pioneered for mega-marketers like Procter & Gamble, Chrysler, Merrill Lynch, and Mutual of Omaha. Whether you're an executive looking for bottom-line proof or a marketing manager in the trenches, you'll discover the facts you need to know, including how to calculate the economics of database marketing (and see why it's often more cost-effective than any other advertising or promotional method); mine existing sources of names; build, refine, and enhance your own custom lists; apply databases in every aspect of marketing - to introduce products, build retail traffic, cross-sell, and extend product lines; launch "conquest mail" against specific users of competing brands; take advantage of psychographics as well as demographic and category usage methods; solicit loyalty (because your own customers are probably your most neglected market); soothe your customers' concerns about privacy - and even use them to strengthen the sales relationship. "Database marketing is the marketing battleground of the next century, which is why major corporations are already building their arsenals," says Ed Nash. Join the leaders. Database Marketing is your complete reference - and your indispensable guide to the most significant marketing tool since direct marketing itself.
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Editorial Reviews

Booknews
An enthusiastic guide to direct marketing--buying and using highly defined databases to generate sales, overtake the competition, and build customer loyalty. No bibliography. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780070460638
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 6/1/1993
  • Pages: 289
  • Product dimensions: 6.33 (w) x 9.29 (h) x 1.13 (d)

Table of Contents

Foreword
Preface
1 The Ultimate Marketing Tool 1
2 The In-House Database 13
3 Names for Sale 21
4 How to Build Your Own Custom Lists 31
5 List Segmentation 41
6 Data Acquisition 53
7 Conquest Direct Mail 63
8 Customer Loyalty Promotions 81
9 Tactical Approaches 95
10 Advocacy Solicitations 107
11 Managing a Database 113
12 Database Mathematics 139
13 Improving Database Return on Investment 165
14 Competitive Research 179
15 Consumer Applications 189
16 Business-to-Business Applications 205
17 Financial Database Marketing 215
18 What's Next? 227
Appendix A. Economic Value Models 235
Appendix B. Statistical Projection Tables 241
Appendix C. A Typical Questionnaire 263
Appendix D. Database Marketing General Terms 265
Appendix E. Database Marketing Technical Terms 273
Appendix F. Bibliography 281
Index 283
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