Nash, Edward L.
Database marketing : the ultimate marketing tool / Edward L. Nash - United States of America : McGraw-Hill,Inc., c1993. - xix, 289 pages : illustrations ;
Includes bibliographical references and index.
Contents: Foreword by bob wientzen -- Preface -- 1. The ultimate marketing tool -- 2. The in-house database -- 3. Names for sale -- 4. How to build your own custom lists -- 5. List segmentation -- 6. Data acquisition -- 7. Conquest direct mail -- 8. Customer loyalty promotions -- 9. Tactical approaches -- 10. Advocacy solicitations -- 11. Managing a database -- 12. Database mathematics -- 13. Improving database return on investment -- 14. Competitive research -- 15. Consumer applications -- 16. Business-to-business applications -- 17. Financial database marketing -- 18. What's next? -- includes appendices -- Index
English
0070460639 [hardbound]
2012032138
Database marketing.
Consumer profiling.
Customer relations.
Database marketing : the ultimate marketing tool / Edward L. Nash - United States of America : McGraw-Hill,Inc., c1993. - xix, 289 pages : illustrations ;
Includes bibliographical references and index.
Contents: Foreword by bob wientzen -- Preface -- 1. The ultimate marketing tool -- 2. The in-house database -- 3. Names for sale -- 4. How to build your own custom lists -- 5. List segmentation -- 6. Data acquisition -- 7. Conquest direct mail -- 8. Customer loyalty promotions -- 9. Tactical approaches -- 10. Advocacy solicitations -- 11. Managing a database -- 12. Database mathematics -- 13. Improving database return on investment -- 14. Competitive research -- 15. Consumer applications -- 16. Business-to-business applications -- 17. Financial database marketing -- 18. What's next? -- includes appendices -- Index
English
0070460639 [hardbound]
2012032138
Database marketing.
Consumer profiling.
Customer relations.