Database marketing : the ultimate marketing tool / Edward L. Nash
Material type:
TextPublisher: United States of America : McGraw-Hill,Inc., c1993Description: xix, 289 pages : illustrationsContent type: text Media type: unmediated Carrier type: volumeISBN: 0070460639 [hardbound]Subject(s): Database marketing | Consumer profiling | Customer relationsDDC classification: | Item type | Current location | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
Book
|
658.812 N17 1993 (Browse shelf) | Available | 3UCBL000017279 |
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
BSBA-Marketing Management
English
There are no comments on this title.