Database Marketing: The Ultimate Marketing Tool (Hardcover)

~ (Author) "Database marketing is not an end in itself..." (more)
Key Phrases: Virginia Slims, American Express, General Mills (more...)

Editorial Reviews

Product Description

The man who has been called the ``master strategist'' of direct marketing now describes how and why database marketing is revolutionizing the field. Readers will learn how to develop and implement effective database marketing strategies that generate sales, avoid pitfalls, promote a positive company image, and capitalize on ``golden'' opportunities. Here are a wealth of techniques for: Building an in-house database, purchasing the perfect lists from other sources, and achieving the right mix of the two; Refining and maintaining a database to consistently get the biggest bang for the mailing buck; Tailoring strategic and creative approaches to the target market; Using database marketing in the packaged goods, financial services, and business-to-business areas; Increasing knowledge of database marketing terminology via the convenient glossary. All readers will benefit from this extraordinary primer on the marketing field's latest and most powerful tool!

About the Author

Edward L. Nash heads up Team Nash Inc., direct marketing consulting and creative firm based in New York City handling Internet, direct marketing and database clients in the U.S. and five other countries. He also teaches direct marketing at New York University and Virginia Commonwealth University. Prior to forming Team Nash, he was Executive Vice President of Bozell Worldwide, Inc., where he oversaw the strategic development of U.S. global direct marketing programs. Ed began his career as a copywriter and has been marketing Vice President for LaSalle Extension University, President of Capitol Record Club, Executive Vice President of Rapp Collins, and President/CEO of BBDO Direct, which he founded and ran for five years. He is the author of Database Marketing: The Ultimate Selling Tool and editor-in-chief of The Direct Marketing Handbook, both published by McGraw-Hill.

Product Details

• Hardcover: 336 pages
• Publisher: McGraw-Hill; 1 edition (June 1, 1993)
• Language: English
• ISBN-10: 0070460639
• ISBN-13: 978-0070460638
• Product Dimensions: 9.3 x 6.3 x 1.1 inches
• Shipping Weight: 1.6 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon.com Sales Rank: #1,037,839 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

6 of 6 people found the following review helpful:

4.0 out of 5 stars Great introduction to the possibilities of DB Marketing, September 28, 1999

By	[e-mail] (Holland) - See all my reviews

This books offers a nice overview of the various possibilities of database marketing and how it can be applied to get and retain customers. The chapters on analyses and database building have been written by others than Nash and turned out to be the least usefull in the book since they don't really explain 'how' to use the various concepts and their writing style is very different from Nash'. The rest of the book is an enthusiastic guide into Databasew Marketing with lots of short case studies for B-to-B, B-to-C and financial marketing. The book is already 6 years old and needs a bit of an update really since some of the technologies and trends which are discussed are already out of date. Still a very pleasant and informative book for people who just entered the field of DBM.

1 of 1 people found the following review helpful:

4.0 out of 5 stars A good introductory guide, April 4, 1998

By	"faso_y_vino" (Uruguay, South America) - See all my reviews

I work as a mrktg database consultant, and I find that this is a good introductory book on database marketing, the very next big trend in relationship marketing. It happens to be one the most useful guides I have ever seen about database marketing. If you want to hear the bad part of the tale, the technical concepts about supporting technology are a little bit poor. As I said before, maybe the best guide for newbies