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

Associates, David Shepard

ISBN 10: 1556238096 / ISBN 13: 9781556238093

Published by Irwin Professional Pub, 1994

About this Item

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Bibliographic Details

• Title: The New Direct Marketing: How to Implement a Profit-Driven Database Marketing Strategy
• Publisher: Irwin Professional Pub
• Publication Date: 1994
• Language: English
• ISBN 10: 1556238096
• ISBN 13: 9781556238093
• Binding: hardcover
• Edition: 2nd Edition
• Condition: Good

About this title

Synopsis

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.