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

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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,

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: 9781556238093
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 3/28/1995
  • Edition description: Older Edition
  • Edition number: 2
  • Pages: 512
  • Product dimensions: 8.90 (w) x 11.31 (h) x 1.62 (d)

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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