Rob Jackson and Paul Wang have swept aside the confusion that surrounds database technology and replaced it with the knowledge and competitive spirit it takes to create the kind of marketing system that will drive the growth of every successful organization.
This important book looks into the future and shows marketers and business managers how to take advantage of the countless opportunities new technologies have made available to them. With the emergence of the database comes the means for organizations to communicate one-on-one with consumers--and to tailor all products, messages, and customer services to meet and surpass customer expectations.
Strategic Database Marketing explains
What the database is and how it can empower marketers The ABCs of database marketing The technology, its applications and capabilities Statistical techniques for market segmentation and profitability analysis The critical role of database marketing in business growth
Complete with a wealth of case histories that demonstrate database marketing in action, Strategic Database Marketing is the book to lead today's marketers onto the highway to the future.
Sprache
Verlagsort
Verlagsgruppe
McGraw-Hill Education - Europe
Zielgruppe
Für Beruf und Forschung
Für höhere Schule und Studium
Maße
Höhe: 241 mm
Breite: 191 mm
Dicke: 24 mm
Gewicht
ISBN-13
978-0-8442-3232-4 (9780844232324)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Rob Jackson is Vice President of Marketing and Information Services at Donnelley Marketing, Inc., a leading U.S. direct marketing organization.Jackson has more than 17 years' experience in direct marketing and database marketing with some of the top advertising and marketing companies in the United States, including May & Speh Direct, Tracy-Locke/BBDO, ITT, and J. Walter Thompson. Jackson has specialized in development of target marketing programs and database marketing for both traditional direct marketers and consumer product marketers. He is considered an authority on customer and prospect targeting programs and the use of data enhancement for targeting. Jackson is President of the Chicago Association of Direct Marketing and is an active member of the Direct Marketing Association. A frequent speaker, he also writes regularly on the subjects of database marketing and database enhancement for DM News and other industry publications.
Paul Wang is Assistant Professor in the graduate direct marketing program at Medill School of Journalism, Northwestern University. He is also the technical editor of the Journal of Direct Marketing. Wang specializes in database and direct marketing issues, and serves as a research consultant to a variety of companies developing database marketing programs. His Ph.D. is in communications studies from Northwestern University.
Part I: What Has Happened to Marketing? Chapter 1. Why Marketing Needs Database TechnologyChapter 2. Information is Power: How the Database Empowers MarketersPart II: What Database Marketing Is . . . And How It Works Chapter 3. The ABCs of Database MarketingChapter 4. 15 Ways to Use Your DatabaseChapter 5. Database Marketing in ActionThree Key Building Blocks of a Database System: Data, Technology, and Statistical Techniques Chapter 6. Data: A Database is Only as Powerful as the Data It HousesChapter 7. Data: Developing a Source Data StrategyChapter 8. Technology: Technology Made SimpleChapter 9. Technology: Choosing the Right Technology for Your DatabaseChapter 10. Statistical Techniques: Segmentation--A Key to Understanding Your CustomersChapter 11. Statistical Techniques: Analysis and ModelingPart IV: Managing The Database Chapter 12. Putting Together Your Database Marketing SystemChapter 13. Selling the Database Marketing Program to ManagementStaying Ahead of the Curve: Future Issues in Database MarketingChapter 14. A Pattern for the Future: The Database as a Strategic Resource and Customer Contact MarketingChapter 15. Social Issues in Database Marketing: Environmental Waste and Consumer PrivacyChapter 16. Future Trends in Database Marketing
