The New Direct Marketing: How to Implement a Profit-Driven Database Marketing Strategy / Edition 3

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Overview

Dramatically increase your sales with techniques to gather, store, and use customer information. Good customers are too valuable - and hard to find - for you to risk losing them. especially by being passive, indifferent, or indistinguishable from your competitors. The New Direct Marketing, Third Edition, shows you how to combine database technology with innovative direct marketing methods to first identify, and then profit from. your customers' all-important needs, desires,likes, and dislikes. The unique, authoritative reference work on database management theory and practice for over a decade, now exhaustively revised and updated to encompass today's new technology, The New Direct Marketing, Third Edition, is your key to developing customized, customer-focused marketing programs and strategies. Detailed concepts are explained and supported with easy-to-understand graphs, charts, and case studies, giving you the tools you need to: Offset skyrocketing marketing costs by customizing the sequence and flow of your communications; Target promotions and bonus offers based on your customers' previous purchases, buying patterns, and stated preferences. Create ongoing customer dialogues, giving you a constant incoming stream of valuable demographic, psychographic, and lifestyle data. All customers are not created equal. Updated knowledge and strategies you learn from The New Direct Marketing, Third Edition, will help you expand the boundaries of database marketing today's take-no-prisoners direct marketing battleground.

Database technology has advanced considerably in the last three years. This second edition of the direct marketer's essential resource reflects those changes, offering new information about client-server systems and PC systems, as well as traditional mainframes, EDA (Exploratory Data Analysis), the wide range of products and services offered by data vendors and software suppliers, and more.

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Product Details

  • ISBN-13: 9780070580565
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 3/31/1999
  • Edition description: REV
  • Edition number: 3
  • Pages: 736
  • Product dimensions: 8.70 (w) x 10.90 (h) x 1.63 (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

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Table of Contents

Ch. 1 An Overview of the New Direct Marketing 1
Ch. 2 Sources of Marketing Data 10
Ch. 3 Buzzwords 30
Ch. 4 Why Companies are Building Database Marketing Systems 41
Ch. 5 What Do You Want the Database to Do? 44
Ch. 6 Creating and Updating the Database 53
Ch. 7 Hardware and Software Issues 77
Ch. 8 Impact of New Computer Technology on Business 88
Ch. 9 Configurations to Support Business Needs 95
Ch. 10 The Basics of Statistical Analysis 103
Ch. 11 Relationships Between Variables 121
Ch. 12 Multiple Regression 140
Ch. 13 Response Analysis 169
Ch. 14 Segmentation Analysis 187
Ch. 15 A Closer Look Back 201
Ch. 16 Artificial Neural Networks 224
Ch. 17 An Introduction to the Economics of the New Direct Marketing 235
Ch. 18 Back to Basics: The Economics of Classical Direct Marketing 241
Ch. 19 The Role of Modeling in the New Direct Marketing 271
Ch. 20 Financial Models 315
Appendix A: Lotus 1-2-3 Programs 328
Appendix B: Vendors of Data and Computer Services 337
Index 487
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