TY  - BOOK
AU  - Nash, Edward L.
TI  - Database marketing: the ultimate marketing tool 
SN  - 0070460639 [hardbound]
PY  - 1993///
CY  - United States of America
PB  - McGraw-Hill,Inc.
KW  - Database marketing
KW  - Consumer profiling
KW  - Customer relations
N1  - 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
ER  -