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"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!
|Sect. I||The World of Database Marketing|
|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|
|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|
|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|