The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy
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Book Description
Deploy marketing dollars more efficiently In today's take-no-prisoners direct marketing battleground, the only way to win is to recognize and exploit all of DMÆs interconnecting components. Using cutting-edge research and examples drawn from today's business pages, The New Direct Marketing, Third Edition, by the award-winning David Shepard Associates, shows you how to sell to increasingly wary and jaded consumers. This exhaustively updated edition introduces you to recent technological changes, from data mining, data warehouses, and CHAID modelling, to profitable use of the Internet. You'll develop customized, customer- focused marketing programs and strategies as you learn how to: *Offset through-the-roof marketing costs with predictive andsegmentation modeling *Profit from a constant stream of demographic, psychographic, and lifestyle data from ongoing customer dialogues *Target promos and bonus offers based on previous purchases,buying patterns, and stated preferences *Much, much more
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The New Direct Marketing, Third Edition, shows you how to combine database technology with innovative direct marketing methods to first identify, and then profit from your customers' all-important needs, desires, likes, and dislikes.
--This text refers to the
Digital
edition.
The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy
The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy,David Shepard Associates,Rajeev Batra,McGraw-Hill,0070580561,Advertising & Promotion,Business & Economics,Business / Economics / Finance,Business Statistics,Business/Economics,Data processing,Database management,Database marketing,Direct Marketing,Marketing - Direct,Marketing - Multilevel,Statistical methods,Business & Economics / Marketing / General
The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy
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