Database Marketing: How to Manage Customer Information for Profit

Overview

Have you ever wondered how Virgin knows which newspaper you like to read and have it ready on your seat when you board your flight? Or how on earth Marriot hotels keep track of the likes and dislikes of 5 million people, even down to their favourite room? Are these people psychics? No, but they have learnt what a powerful marketing tool a database can be. Are you getting the most out of your database?
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Overview

Have you ever wondered how Virgin knows which newspaper you like to read and have it ready on your seat when you board your flight? Or how on earth Marriot hotels keep track of the likes and dislikes of 5 million people, even down to their favourite room? Are these people psychics? No, but they have learnt what a powerful marketing tool a database can be. Are you getting the most out of your database?
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Product Details

Table of Contents

1 The Business Benefits of Database Marketing 1
2 Data and Marketing 13
3 Integrated Marketing Campaigns 25
4 Relationship Marketing 43
5 Building Partnerships 57
6 Improving Customer Service Standards 77
7 Improving Customer Service Standards 93
8 Effective Telemarketing 115
9 Sales Promotion 133
10 Operating Effective Contact Strategies 151
11 Improving Local Marketing Support 163
12 Opening New Marketing Channels 183
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