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

The New Direct Marketing teaches how to conduct, analyze, use, and evaluate the information in a marketing database to build sales and profits. It shows how to cost-effectively acquire the data needed to identify and profile the best customers and prospects. This second edition of the direct marketer's essential resource reflects the advances in database technologies over the last three years and offers new information about: client-server systems and PC systems, as well as traditional mainframe systems; EDA (Explatory Data Analysis), as well as tips for handling many real-life data processing and management issues that arise when practical models are implemented in a rapidly changing business environment; the wide range of products and services offered by data vendors and software suppliers.