The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy - Hardcover

David Shepard Associates

Hardcover

ISBN 10: 0070580561 ISBN 13: 9780070580565

Publisher: McGraw-Hill, 1999

Synopsis

Deploy marketing dollars more efficiently In today's take-no-prisoners direct marketing battleground, the only way to win is to recognize and exploit all of DMÆs interconnecting components. Using cutting-edge research and examples drawn from today's business pages, The New Direct Marketing, Third Edition, by the award-winning David Shepard Associates, shows you how to sell to increasingly wary and jaded consumers. This exhaustively updated edition introduces you to recent technological changes, from data mining, data warehouses, and CHAID modelling, to profitable use of the Internet. You'll develop customized, customer- focused marketing programs and strategies as you learn how to: *Offset through-the-roof marketing costs with predictive andsegmentation modeling *Profit from a constant stream of demographic, psychographic, and lifestyle data from ongoing customer dialogues *Target promos and bonus offers based on previous purchases,buying patterns, and stated preferences *Much, much more

About this title

About the Author

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From the Back Cover

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.

Edition details

• Publisher: McGraw-Hill
• Publication date: 1999
• Language: English
• ISBN 10: 0070580561
• ISBN 13: 9780070580565
• Binding: Hardcover
• Edition number: 3
• Number of pages: 736