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

…  See more details below

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.

Read More

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

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 >