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

David Shepard Associates

ISBN 10: 0070580561 / ISBN 13: 9780070580565

Published by McGraw-Hill, 1999

About this Item

Gently read. May have name of previous ownership, or ex-library edition. Binding tight; spine straight and smooth, with no creasing; covers clean and crisp. Minimal signs of handling or shelving. 100% GUARANTEE! Shipped with delivery confirmation, if you're not satisfied with purchase please return item for full refund. Ships USPS Media Mail.

Seller Inventory # OTV.0070580561.VG

Bibliographic Details

• Title: The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy
• Publisher: McGraw-Hill
• Publication Date: 1999
• Language: English
• ISBN 10: 0070580561
• ISBN 13: 9780070580565
• Binding: Hardcover
• Edition: 3rd Edition
• Condition: very_good

About this title

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 DMĘs 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 the Author

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide