The Essential Guide to Database Marketing / John M. Davies.

By:

Davies, John M, 1944-

Material type: Text

TextSeries: Frazer-Robinson, John. John Fraser-Robinson direct marketing series ; Publication details: London ; New York : McGraw-Hill Book Co., c1992.Description: x, 239 p. : ill. ; 26 cmISBN:

0077071573

Subject(s):

LOC classification:

HF5415.126 .D381992

Contents:

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?

Summary: 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.

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Holdings
Item type	Current library	Call number	Copy number	Status	Barcode
Books	Library First Floor	HF5415.126 .D381992 (Browse shelf(Opens below))	1	Available	931
Books	Library First Floor	HF5415.126 .D381992 (Browse shelf(Opens below))	2	Available	932

Includes bibliographical references (p. 227-228) and index.

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.

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The Essential Guide to Database Marketing / John M. Davies.

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