The New Direct Marketing: How to Implement a Profit Driven Database Marketing Strategy / Edition 2

The New Direct Marketing: How to Implement a Profit Driven Database Marketing Strategy / Edition 2

by David Shepard Associates, David Shepard
     
 

ISBN-10: 1556238096

ISBN-13: 9781556238093

Pub. Date: 03/28/1995

Publisher: McGraw-Hill Companies, The

Now this best-selling guide to the art and science of database marketing has been extensively revised and updated. In no other single source can you find all the essential information you need to know about the technology behind database marketing; the fundamentals of targeting, modeling, and segmentation; the theory and economics of The New Direct Marketing; and the…  See more details below

Overview

Now this best-selling guide to the art and science of database marketing has been extensively revised and updated. In no other single source can you find all the essential information you need to know about the technology behind database marketing; the fundamentals of targeting, modeling, and segmentation; the theory and economics of The New Direct Marketing; and the sources of data and database software. What's more, this new edition contains invaluable tips on how to use technology and targeting to acquire new customers, segment your customer database, retain existing customers, manage customer contacts, and increase your customers' lifetime value. You'll learn what results to expect once you move from the "old" direct marketing to the new, data driven, customer focused, new direct marketing. Equally important, you'll learn how to avoid the most common - and most costly - mistakes direct marketers make when building new database marketing systems. The New Direct Marketing, second edition, will teach you what you need to know about selecting outside vendors to build your marketing database; using internal data-processing resources; selecting the right statistical tools to analyze data and create market segments; predicting response rates, sales, retention, and lifetime value; and modeling the economic and financial implications of a profit-driven database marketing strategy. One glance at the expanded and updated table of contents for this second edition will demonstrate why The New Direct Marketing has become the indispensable handbook for direct marketing companies and users of direct marketing methods and why it will help you and your organization to become smarter, more efficient, and more effective marketers. This practical, step-by-step guide has been expanded to include the latest developments in client-server technology and decisions support systems. New modeling techniques, including the use of Exploratory Data Analysis, Principal Components Analysis,

Read More

Product Details

ISBN-13:
9781556238093
Publisher:
McGraw-Hill Companies, The
Publication date:
03/28/1995
Edition description:
Older Edition
Pages:
512
Product dimensions:
8.90(w) x 11.31(h) x 1.62(d)

Table of Contents

Ch. 1An Overview of the New Direct Marketing1
Ch. 2Sources of Marketing Data10
Ch. 3Buzzwords30
Ch. 4Why Companies are Building Database Marketing Systems41
Ch. 5What Do You Want the Database to Do?44
Ch. 6Creating and Updating the Database53
Ch. 7Hardware and Software Issues77
Ch. 8Impact of New Computer Technology on Business88
Ch. 9Configurations to Support Business Needs95
Ch. 10The Basics of Statistical Analysis103
Ch. 11Relationships Between Variables121
Ch. 12Multiple Regression140
Ch. 13Response Analysis169
Ch. 14Segmentation Analysis187
Ch. 15A Closer Look Back201
Ch. 16Artificial Neural Networks224
Ch. 17An Introduction to the Economics of the New Direct Marketing235
Ch. 18Back to Basics: The Economics of Classical Direct Marketing241
Ch. 19The Role of Modeling in the New Direct Marketing271
Ch. 20Financial Models315
Appendix A: Lotus 1-2-3 Programs328
Appendix B: Vendors of Data and Computer Services337
Index487

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >