Database Marketing: The Ultimate Marketing Tool - Hardcover

Nash, Edward

Hardcover

ISBN 10: 0070460639 ISBN 13: 9780070460638

Verlag: McGraw-Hill Education, 1993

Inhaltsangabe

Book by Nash Edward L

Über diesen Titel

Reseña del editor:

The man who has been called the "master strategist" of direct marketing now describes how and why database marketing is revolutionizing the field. Readers will learn how to develop and implement effective database marketing strategies that generate sales, avoid pitfalls, promote a positive company image, and capitalize on "golden" opportunities. Here are a wealth of techniques for: Building an in-house database, purchasing the perfect lists from other sources, and achieving the right mix of the two; Refining and maintaining a database to consistently get the biggest bang for the mailing buck; Tailoring strategic and creative approaches to the target market; Using database marketing in the packaged goods, financial services, and business-to-business areas; Increasing knowledge of database marketing terminology via the convenient glossary. All readers will benefit from this extraordinary primer on the marketing field's latest and most powerful tool!

Biografía del autor:

Edward L. Nash heads up Team Nash Inc., direct marketing consulting and creative firm based in New York City handling Internet, direct marketing and database clients in the U.S. and five other countries. He also teaches direct marketing at New York University and Virginia Commonwealth University. Prior to forming Team Nash, he was Executive Vice President of Bozell Worldwide, Inc., where he oversaw the strategic development of U.S. global direct marketing programs. Ed began his career as a copywriter and has been marketing Vice President for LaSalle Extension University, President of Capitol Record Club, Executive Vice President of Rapp Collins, and President/CEO of BBDO Direct, which he founded and ran for five years. He is the author of Database Marketing: The Ultimate Selling Tool and editor-in-chief of The Direct Marketing Handbook, both published by McGraw-Hill.

Über diese Auflage

• Verlag: McGraw-Hill Education
• Erscheinungsdatum: 1993
• ISBN 10: 0070460639
• ISBN 13: 9780070460638
• Einband: Tapa dura
• Anzahl der Seiten: 336