Databased Marketing

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Utilizing nontechnical language, the author thoroughly explains how to use database technology as a direct marketing weapon to help you get to know who your customers are--what they want; why they buy what you sell--in order to keep your clients long-term plus successfully increase your customer base. Provides a model of the typical consumer to use in soliciting new customers and includes examples from Burger King, Seagram's, Miller Brewing, Warner-Lambert--companies that are ...
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1992 Hardcover w/Jacket Edition by John Wiley & Sons. Minor shelf wear to jacket. Excellent Condition! No Remainder Mark, No Damage, 100% satisfaction guaranteed.

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1992 Hard cover New in new dust jacket. Brand New. Fast Arrival. Sewn binding. Paper over boards. 300 p. Audience: General/trade. Brand New. Fast Arrival.

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More About This Book

Overview

Utilizing nontechnical language, the author thoroughly explains how to use database technology as a direct marketing weapon to help you get to know who your customers are--what they want; why they buy what you sell--in order to keep your clients long-term plus successfully increase your customer base. Provides a model of the typical consumer to use in soliciting new customers and includes examples from Burger King, Seagram's, Miller Brewing, Warner-Lambert--companies that are thriving by applying this latest marketing strategy.

The first book to turn database technology into a direct marketing weapon--from one of America's most successful consultants and business writers. He reveals how direct marketers can profit by harnessing the astonishing power of database technology's most basic functions and most sophisticated techniques.

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Product Details

  • ISBN-13: 9780471551874
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 7/23/1992
  • Edition number: 1
  • Pages: 320
  • Product dimensions: 6.41 (w) x 9.38 (h) x 1.19 (d)

Table of Contents

Is Mass Marketing Dead?.
What Is a Database?.
What Is a Marketing Database?.
What Makes the Marketing Database So Special or So Especially Useful?.
Source of Data for the Database.
Designing the Database.
Putting the Marketing Databases to Work.
Databases for Prospecting.
The Computer in Databased Marketing.
Computer Literacy.
The Economics of Databased Marketing.
Individualizing Appeals.
The Many Uses of Databased Marketing.
Relationship Marketing.
Some Spin-Off Benefits of Databased Marketing.
Hardware and Software Problems and Answers.
Glossary.
Bibliography.
Index.
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