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

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

by David Shepard Associates, David Shepard
     
 

ISBN-10: 0070580561

ISBN-13: 9780070580565

Pub. Date: 03/31/1999

Publisher: McGraw-Hill Companies, The

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

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.

Product Details

ISBN-13:
9780070580565
Publisher:
McGraw-Hill Companies, The
Publication date:
03/31/1999
Edition description:
REV
Pages:
736
Product dimensions:
8.70(w) x 10.90(h) x 1.63(d)

Table of Contents

Marketing. An Overview of the New Direct Marketing. Contact Strategy. Buzzwords. Sources and Uses of Marketing Data. Relationship Marketing and How it Relates to the New Direct Marketing. The Role of Direct Marketing in Building Brands. Customer Service and Direct Marketing.Data and Marketing Databases. What Do You Want Your Database to Do andWhy Do You Think It Will Do It? Trends in Technology. Client Server Systems. Basic Statistics and Modeling. The Basics of Statistical Analysis. Relationships between Variables. Multiple Regression. Response Analysis. Segmentation Analysis. A Closer Look Back. Artificial Neural Networks. Advaced Modeling. Assessment of DirectMarketing Response Models. Direct Marketing Models Using Genetic algorithms. Bootstrapping in Direct Marketing. What Do My Customers Look Like? Look at the Stars! Alternative Direct Marketing Response Models: Linear Probability, Logit and Probit Models. CHAID for Interpreting a Logistic Regression Model. Market Classification Modeling with Logistic Regression. Modern Methods of Testing in DirectMarketing. Economics, Lifetime Value, and the Role of Modeling in the New Direct Marketing. An Introduction to the Economics of The New Direct Marketing. An Introduction to the Economics of the New Direct Marketing. Back to Basics: The Economics of Classical Direct Marketing. The Role of Modeling in the New Direct Marketing. Applications of the New Direct Marketing. Financial Models. Appendices.Index.

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >