The New Maximarketing

Demonstrates basic steps in using a computerized database to focus advertising on prime prospects, and explains how to make advertising more cost-effective

Now, for the first time in paperback, share the secrets of the hottest individualized marketing gurus in this brilliant showcase of new ideas, state-of-the-art thinking, hot tips, and expert insights. Completely updated edition of the great marketing classic; Fresh new ideas for database-driven marketing success; "Relationship marketing" tools that multiply sales and profits; Behind-the-lines case histories that show what the shift to interactive marketing can mean to your company; Total communications across the full spectrum of marketing disciplines, streaight from the leading-edge thinkers in direct relationship marketing.