The Essential Guide to Database Marketing

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Part of the "John Fraser Robinson Direct Marketing" series, this text examines the process of converting prospective customers into an intelligent database. It covers such topics as what types of database exist and how they are structured, response analysis and new technlogy in marketing.
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Overview

Part of the "John Fraser Robinson Direct Marketing" series, this text examines the process of converting prospective customers into an intelligent database. It covers such topics as what types of database exist and how they are structured, response analysis and new technlogy in marketing.
Read More Show Less

Product Details

Table of Contents

Introduction
the bottom rung - suspects
converting suspects to prospects
converting prospects to customers
converting customers to regulars
converting regulars to advocates
international database marketing
designing and implementing the database
running the database
where next for database marketing?
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