000			01869cam a2200373 a 4500
001			17439550
003			OSt
005			20170105181055.0
008			120823s2013 vtua b 001 0 eng
010			_a 2012032138
020			_a0070460639 [hardbound]
040			_aDLC _cDLC _dDLC
042			_apcc
082	0	0	_223
100			_aNash, Edward L.
245	0	0	_aDatabase marketing : _bthe ultimate marketing tool / _cEdward L. Nash
260			_aUnited States of America : _bMcGraw-Hill,Inc., _cc1993.
300			_axix, 289 pages : _billustrations ;
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
504			_aIncludes bibliographical references and index.
505			_aContents: 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
541			_xChristopher Biore _yBusiness and Accountancy _zBSBA-Marketing Management
546			_aEnglish
650		0	_aDatabase marketing.
650		0	_aConsumer profiling.
650		0	_aCustomer relations.
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cREF
998			_cchristy[new] _d07/21/2014
999			_c582 _d582