Databased Marketing
Published on 6. August 1992
Book
Hardback
320 pages
978-0-471-55187-4 (ISBN)
Description
As database marketing becomes a recognized necessity in marketing, its role as a major marketing tool grows. This guide explains the basics of a marketing database, and demonstrates how to use the versatility and technology offered by a database to gain market superiority.
More details
Language
English
Place of publication
New York
United States
Publishing group
John Wiley and Sons Ltd
Target group
College/higher education
Professional and scholarly
Illustrations
Ill.
Dimensions
Height: 237 mm
Width: 160 mm
Weight
624 gr
ISBN-13
978-0-471-55187-4 (9780471551874)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
Is Mass Marketing Dead?; What Is a Database?; What Is a Marketing Database?; What Makes the Marketing Database So Special or So Especially Useful?; Source of Data for the Database; Designing the Database; Putting the Marketing Databases to Work; Databases for Prospecting; The Computer in Databased Marketing; Computer Literacy; The Economics of Databased Marketing; Individualizing Appeals; The Many Uses of Databased Marketing; Relationship Marketing; Some Spin-Off Benefits of Databased Marketing; Hardware and Software Problems and Answers; Glossary; Bibliography; Index.