New Direct Marketing - Hardcover

Shepard, David

Hardcover

ISBN 10: 1556238096 ISBN 13: 9781556238093

Verlag: McGraw-Hill Inc.,US, 1994

Inhaltsangabe

This revised work maintains that marketers must understand the statistics, economics and applications of direct marketing in order for it to work. It takes the reader through the issues in database marketing and theory, database management, statistics and modeling, economics, and vendors.

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Reseña del editor

Now this best-selling guide to the art and science of database marketing has been extensively revised and updated. In no other single source can you find all the essential information you need to know about the technology behind database marketing; the fundamentals of targeting, modeling, and segmentation; the theory and economics of The New Direct Marketing; and the sources of data and database software. What's more, this new edition contains invaluable tips on how to use technology and targeting to acquire new customers, segment your customer database, retain existing customers, manage customer contacts, and increase your customers' lifetime value. You'll learn what results to expect once you move from the "old" direct marketing to the new, data driven, customer focused, new direct marketing. Equally important, you'll learn how to avoid the most common - and most costly - mistakes direct marketers make when building new database marketing systems. The New Direct Marketing, second edition, will teach you what you need to know about selecting outside vendors to build your marketing database; using internal data-processing resources; selecting the right statistical tools to analyze data and create market segments; predicting response rates, sales, retention, and lifetime value; and modeling the economic and financial implications of a profit-driven database marketing strategy. One glance at the expanded and updated table of contents for this second edition will demonstrate why The New Direct Marketing has become the indispensable handbook for direct marketing companies and users of direct marketing methods and why it will help you and your organization to become smarter, more efficient,and more effective marketers. This practical, step-by-step guide has been expanded to include the latest developments in client-server technology and decisions support systems. New modeling techniques, including the use of Exploratory Data Analysis, Principal Components Analysis,

Details zur Ausgabe

• Verlag: McGraw-Hill Inc.,US
• Erscheinungsdatum: 1994
• Sprache: Englisch
• ISBN 10: 1556238096
• ISBN 13: 9781556238093
• Einband: Tapa dura
• Anzahl der Seiten: 512
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar