Desktop Database Marketing 1st Edition

4.0 out of 5 stars 1 rating
ISBN-13: 978-0844232355
ISBN-10: 0844232351
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Editorial Reviews

From the Back Cover

"Database marketing" used to be one of those high-tech terms shrouded in mystery. But not any more. Desktop Database Marketing clears away the technobabble and provides practical solutions to the "unsolved mysteries" of this important marketing technique with easy-to-understand descriptions, commonsense explanations, and real-world examples. Desktop Database Marketing isn't just another "database book." It isn't even just another database marketing book. It is a marketing book written by businesspeople who give you the know-now to capitalize on desktop technology to market more effectively and efficiently. In straightforward language with a minimum of technical jargon, the authors show you how to:
  • Improve all of your customer communications
  • Make the economics of database marketing work for your organization, regardless of its size or type
  • Build flexible operations and systems that work for your organization's specific needs
  • Develop a marketing strategy that builds customer relationships, gives you useful information you can put to work, and tailors strategies and tactics to the special needs of your organization
You'll also get insider's tools to manage:
  • Commonsense, productive testing programs
  • More effective customer prospecting
  • Bottom-line effectiveness
  • Linking your communication plan to your financial plan--for greater productivity
  • Integration of short-term tactics and long-term strategies
The book concludes with case studies from all sorts of businesses that have put the principles in this book to practical, profitable use. Whether your organization has a multimillion-dollar mainframe or is a "corporate cottage" with two PCs, Desktop Database Marketing will give you practical, profitable advice for putting database marketing to work in your organization.

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

  • Item Weight : 1.76 pounds
  • Hardcover : 270 pages
  • ISBN-10 : 0844232351
  • ISBN-13 : 978-0844232355
  • Product Dimensions : 7.7 x 1.05 x 9.6 inches
  • Publisher : McGraw-Hill; 1st Edition (March 11, 1998)
  • Language: : English
  • Customer Reviews:
    4.0 out of 5 stars 1 rating