Target Smart: Database Marketing for the Small Business

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"TARGETSMART provides the reader with the fundamentals of database marketing. The presentation of key concepts is straightforward and focused on small businesses, offering plenty of examples. Most small businesses can benefit greatly from the implementation of database marketing. This book provides a great starting point".--excerpt from the Foreword by Dr. Philip Kotler.
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Overview

"TARGETSMART provides the reader with the fundamentals of database marketing. The presentation of key concepts is straightforward and focused on small businesses, offering plenty of examples. Most small businesses can benefit greatly from the implementation of database marketing. This book provides a great starting point".--excerpt from the Foreword by Dr. Philip Kotler.
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Product Details

  • ISBN-13: 9781555713843
  • Publisher: Entrepreneur Press
  • Publication date: 1/28/1996
  • Series: Successful Business Library Ser.
  • Pages: 181
  • Product dimensions: 8.15 (w) x 10.26 (h) x 0.38 (d)

Table of Contents

Foreword
Introduction
About the Authors
1 Getting Started 2
2 Who Should Try It? 16
3 Building A Marketing Database 24
4 Know Your Customers 44
5 Best Customers 60
6 Encouraging Spenders to Shop More Often 74
7 Encouraging Frequent Customers To Spend More 90
8 Select From the Uncertain Customers 104
9 Prospecting: Looking for New Customers 114
10 Marketing - Do It Better 124
11 Worth Your While 140
12 A Case in Point: Grassfield's 148
13 What the Future Brings 166
Glossary 176
Index 180
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