Valuing Your Customers: From Quality Information To Quality Relationships Through Database Marketing
Published on 31. August 1995
Book
Paperback/Softback
384 pages
978-0-07-707950-5 (ISBN)
Description
This guide explains how to retain satisfied customers through the application of TQM principles to database marketing techniques. The theory is backed up with case studies from some of the best and biggest companies.
More details
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Professional and scholarly
Illustrations
glossary, bibliog
ISBN-13
978-0-07-707950-5 (9780077079505)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
Part 1 Marketing transformation - the real impact of database marketing: the real mission of database marketing; the fundamental disciplines in 10 cases; new technologies - the rise of computer aided sales and marketing systems; new people, new business; the economics of loyalty; health warnings; the nature of loyalty and relationship; the power of service in sales. Part 2 Resources and change: changing the culture; creating the technology; the starting point - data; quality information tools; names and addresses; TQM tools and ideas. Part 3 Turning data to action: the power and abuse of statistics; data to knowledge - segmentation methods; creativity and continuous improvement; beginning points - social and technology trends.