The Essential Guide to Database Marketing /
Davies, John M., 1944-
The Essential Guide to Database Marketing / John M. Davies. - London ; New York : McGraw-Hill Book Co., c1992. - x, 239 p. : ill. ; 26 cm. - The John Fraser-Robinson direct marketing series . - Frazer-Robinson, John. John Fraser-Robinson direct marketing series. .
Includes bibliographical references (p. 227-228) and index.
Introduction; the bottom rung - suspects; converting suspects to prospects; converting prospects to customers; converting customers to regulars; converting regulars to advocates; international database marketing; designing and implementing the database; running the database; where next for database marketing?
Part of the "John Fraser Robinson Direct Marketing" series, this text examines the process of converting prospective customers into an intelligent database. It covers such topics as what types of database exist and how they are structured, response analysis and new technlogy in marketing.
0077071573
92-015223
Database marketing.
Database management.
HF5415.126 / .D381992
The Essential Guide to Database Marketing / John M. Davies. - London ; New York : McGraw-Hill Book Co., c1992. - x, 239 p. : ill. ; 26 cm. - The John Fraser-Robinson direct marketing series . - Frazer-Robinson, John. John Fraser-Robinson direct marketing series. .
Includes bibliographical references (p. 227-228) and index.
Introduction; the bottom rung - suspects; converting suspects to prospects; converting prospects to customers; converting customers to regulars; converting regulars to advocates; international database marketing; designing and implementing the database; running the database; where next for database marketing?
Part of the "John Fraser Robinson Direct Marketing" series, this text examines the process of converting prospective customers into an intelligent database. It covers such topics as what types of database exist and how they are structured, response analysis and new technlogy in marketing.
0077071573
92-015223
Database marketing.
Database management.
HF5415.126 / .D381992