Desktop Database Marketing / Edition 1

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Overview

"Desktop Database Marketing is a masterful work that belongs on every business bookshelf. Jack Schmid and Alan Weber have succeeded in applying the KISS principle to database marketing in a way that removes the mystique and releases the power without prejudice to size of business."­­Bob Stone Chairman Emeritus Stone & Adler, Inc.

"Database marketing is what direct marketing is all about these days­­and it's going to be even more important in future years. Jack Schmid and Alan Weber have put together a really useful book on this subject, and I highly recommend it."­­David W. Florence Chairman Direct Media, Inc.

"Finally, someone has put together a book that not only shows you what you ought to be doing with your database, but how to do it. It's full of examples that reveal how to apply the principles of customer marketing to nearly any business. And it offers a virtual toolkit of ways for every marketer to have data at their fingertips. In Desktop Database Marketing, Jack Schmid and Alan Weber have produced a winner."­­Ron Jacobs President Jacobs & Clevenger, Inc.

"Schmid and Weber have put together a book easy to read . . . easier to understand . . . easier yet to use. I plan on using it."­­Ray Jutkins Speaker/Marketing Consultant

"Lean. No fat. The most practical guide I have seen so far."­­Jimmy Cygler President RESOLVE! SYSTEMAS Sao Paulo, Brazil

"Any time Jack Schmid or Alan Weber offers to write an article for Target Marketing, the editors and I jump at the opportunity and take it sight unseen. Both of them have the unique ability to take highly technical, complex ideas and make them easilyunderstandable­­and instantly usable­­for the expert and non-expert alike. Desktop Database Marketing is a gem."­­Denny Hatch Editor Target Marketing and Who's Mailing What!

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Product Details

  • ISBN-13: 9780844232355
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 3/11/1998
  • Edition number: 1
  • Pages: 270
  • Product dimensions: 7.70 (w) x 9.60 (h) x 1.05 (d)

Meet the Author

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

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Table of Contents

Introduction
Sect. I The World of Database Marketing
1 Database Basics 3
2 Database Marketing and Improved Customer Communication 10
3 The Economics of Database Marketing 19
Sect. II Setting Up Your Day-to-Day Database Operations
4 Key Elements of a Decision Support System 33
5 Building a Marketing Database 41
6 Designing for Flexibility 54
7 Using Data Storage Tools 73
8 Using Statistical Tools 82
9 Examining and Reporting Data 95
Sect. III Developing Your Database Strategy
10 Customer Loyalty and Relationship Marketing 107
11 RFM (Recency-Frequency-Monetary Value) 119
12 Lifetime Value 132
13 Selecting Internal Data 142
14 Selecting and Using External and Research Data 154
15 Choosing a Database That Fits 164
Sect. IV Managing Your Database
16 The Art of Testing 177
17 Customer Cloning 190
18 Customer and Prospect Communication 206
19 Turning a Communication Plan into a Financial Plan 225
20 Managing a Marketing Database: Day-to-Day Issues 245
Sect. V Case Studies
21 Case Studies 257
Index 271
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