Desktop Database Marketing / Edition 1

Desktop Database Marketing / Edition 1

by Jack Schmid, Alan Weber
     
 

"Database marketing" used to be one of those high-tech terms shrouded in mystery. But not any more. Desktop Database Marketing clears away the technobabble and provides practical solutions to the "unsolved mysteries" of this important marketing technique with easy-to-understand descriptions, commonsense explanations, and real-world examples. Desktop DatabaseSee more details below

Overview

"Database marketing" used to be one of those high-tech terms shrouded in mystery. But not any more. Desktop Database Marketing clears away the technobabble and provides practical solutions to the "unsolved mysteries" of this important marketing technique with easy-to-understand descriptions, commonsense explanations, and real-world examples. Desktop Database Marketing isn't just another "database book." It isn't even just another database marketing book. It is a marketing book written by businesspeople who give you the know-now to capitalize on desktop technology to market more effectively and efficiently. In straightforward language with a minimum of technical jargon, the authors show you how to:

  • Improve all of your customer communications
  • Make the economics of database marketing work for your organization, regardless of its size or type
  • Build flexible operations and systems that work for your organization's specific needs
  • Develop a marketing strategy that builds customer relationships, gives you useful information you can put to work, and tailors strategies and tactics to the special needs of your organization
You'll also get insider's tools to manage:
  • Commonsense, productive testing programs
  • More effective customer prospecting
  • Bottom-line effectiveness
  • Linking your communication plan to your financial plan--for greater productivity
  • Integration of short-term tactics and long-term strategies
The book concludes with case studies from all sorts of businesses that have put the principles in this book to practical, profitable use. Whether your organization has a multimillion-dollar mainframe or is a "corporatecottage" with two PCs, Desktop Database Marketing will give you practical, profitable advice for putting database marketing to work in your organization.

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Product Details

ISBN-13:
9780844232355
Publisher:
McGraw-Hill Companies, The
Publication date:
03/11/1998
Pages:
270
Product dimensions:
7.70(w) x 9.60(h) x 1.05(d)

Table of Contents

Introduction
Sect. IThe World of Database Marketing
1Database Basics3
2Database Marketing and Improved Customer Communication10
3The Economics of Database Marketing19
Sect. IISetting Up Your Day-to-Day Database Operations
4Key Elements of a Decision Support System33
5Building a Marketing Database41
6Designing for Flexibility54
7Using Data Storage Tools73
8Using Statistical Tools82
9Examining and Reporting Data95
Sect. IIIDeveloping Your Database Strategy
10Customer Loyalty and Relationship Marketing107
11RFM (Recency-Frequency-Monetary Value)119
12Lifetime Value132
13Selecting Internal Data142
14Selecting and Using External and Research Data154
15Choosing a Database That Fits164
Sect. IVManaging Your Database
16The Art of Testing177
17Customer Cloning190
18Customer and Prospect Communication206
19Turning a Communication Plan into a Financial Plan225
20Managing a Marketing Database: Day-to-Day Issues245
Sect. VCase Studies
21Case Studies257
Index271

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