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

David (COR) Batra Rajeev (EDT)/ Shepard David/ Shepard (Author)

Book Description

Publication Date: March 31, 1999

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

Editorial Reviews

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.

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

Product Details

• Hardcover: 736 pages
• Publisher: McGraw-Hill; 3 edition (March 31, 1999)
• Language: English
• ISBN-10: 0070580561
• ISBN-13: 978-0070580565
• Product Dimensions: 11 x 8.6 x 1.7 inches
• Shipping Weight: 4.4 pounds
• Average Customer Review: 4.9 out of 5 stars  See all reviews (7 customer reviews)
• Amazon Best Sellers Rank: #125,940 in Books (See Top 100 in Books)
  • #47 in Books > Business & Investing > Marketing & Sales > Marketing > Direct
  • #47 in Books > Business & Investing > Marketing & Sales > Marketing > Multilevel

Customer Reviews

Most Helpful Customer Reviews

12 of 13 people found the following review helpful:

5.0 out of 5 stars A Reference Book with STep-By-Step How-To, December 8, 2000

By 

Myrtha Chang (Lincoln, MA) - See all my reviews

This review is from: The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy (Hardcover)

This will be my reference book in this subject matter. It covers a lot of detail I'm convinced the authors have been collecting these nuggets since the first day they started working then poured it all out into this book. This is good and bad. It makes for a not-so-easy read. Some chapters almost just ramble this way and that. Wouldn't you rather a book err on too much detail than too little, though? I was very pleased though, that the book has many step-by-step how-tos. For example, what to include in a Functional Requirements doc, what to include in a system implmentation design doc. Fifteen steps of putting a Marketing Contact Program in place. This book is not an easy read. The chapters are written by different authors so you get a variety of styles, depth, rambling-ness. If you ever have the opportunity to hear THE David Shepard speak, don't miss it. I heard him give a 3-hour session at NCDM in Orlando this month. He is funny, engaging, delivers clearly and articulately and I learned a lot!

6 of 7 people found the following review helpful:

4.0 out of 5 stars An Absolute book for any Marketer's Arsenal, June 28, 2000

By 

J. Russo (Collegeville, PA USA) - See all my reviews
(REAL NAME)   

This review is from: The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy (Hardcover)

This book has it all! With insight into both traditional & direct marketing, Sheppard & Associates drill into all aspects of database marketing: Marketing,Client/Server Technology, Statistics, Research, and so on! I recommend this book for anyone who is interested in learning about direct marketing & database marketing. But make sure you have some time on your hands. It's not an easy read. In fact, you may want to first view the table of contents & decide what areas you would benefit from reading first. Then, read it again. People will think you have returned back to school by the book's size & weight! This book is on my shelf as one of the best "reference" tools to date. I catch myself referring back to it once a month.

3 of 3 people found the following review helpful:

5.0 out of 5 stars Worth every dollar, April 16, 2003

By 

"britoverseas" (Singapore) - See all my reviews

This review is from: The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy (Hardcover)

As a consultant in the field of Database Marketing, the third edition of this book has rapidly found its place on my office shelf - a complex subject made easy through informative and well planned studies and examples.

I could not possibly remember all of this every time a client asks, but in one volume I have pretty much everything I need to know at my fingertips.

Whether you are a student, setting out on a career in direct marketing or a seasoned campaigner this book is an absolute must to get you up an running. It does not cover everything, and I suspect that some of the information on technologies and trends in the IT industry will soon be outdated, but you can always get that elsewhere!