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Strategic Database Marketing

Strategic Database Marketing


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About the Book

Rob Jackson and Paul Wang have swept aside the confusion that surrounds database technology and replaced it with the knowledge and competitive spirit it takes to create the kind of marketing system that will drive the growth of every successful organization. This important book looks into the future and shows marketers and business managers how to take advantage of the countless opportunities new technologies have made available to them. With the emergence of the database comes the means for organizations to communicate one-on-one with consumers­­and to tailor all products, messages, and customer services to meet and surpass customer expectations. Strategic Database Marketing explains What the database is and how it can empower marketers The ABCs of database marketing The technology, its applications and capabilities Statistical techniques for market segmentation and profitability analysis The critical role of database marketing in business growth Complete with a wealth of case histories that demonstrate database marketing in action, Strategic Database Marketing is the book to lead today's marketers onto the highway to the future.

Table of Contents:
Part I: What Has Happened to Marketing? Chapter 1. Why Marketing Needs Database Technology Chapter 2. Information is Power: How the Database Empowers Marketers Part II: What Database Marketing Is . . . And How It Works Chapter 3. The ABCs of Database Marketing Chapter 4. 15 Ways to Use Your Database Chapter 5. Database Marketing in Action Three Key Building Blocks of a Database System: Data, Technology, and Statistical Techniques Chapter 6. Data: A Database is Only as Powerful as the Data It Houses Chapter 7. Data: Developing a Source Data Strategy Chapter 8. Technology: Technology Made Simple Chapter 9. Technology: Choosing the Right Technology for Your Database Chapter 10. Statistical Techniques: Segmentation--A Key to Understanding Your Customers Chapter 11. Statistical Techniques: Analysis and Modeling Part IV: Managing The Database Chapter 12. Putting Together Your Database Marketing System Chapter 13. Selling the Database Marketing Program to Management Staying Ahead of the Curve: Future Issues in Database Marketing Chapter 14. A Pattern for the Future: The Database as a Strategic Resource and Customer Contact Marketing Chapter 15. Social Issues in Database Marketing: Environmental Waste and Consumer Privacy Chapter 16. Future Trends in Database Marketing

About the Author :
Rob Jackson is Vice President of Marketing and Information Services at Donnelley Marketing, Inc., a leading U.S. direct marketing organization. Jackson has more than 17 years' experience in direct marketing and database marketing with some of the top advertising and marketing companies in the United States, including May & Speh Direct, Tracy-Locke/BBDO, ITT, and J. Walter Thompson. Jackson has specialized in development of target marketing programs and database marketing for both traditional direct marketers and consumer product marketers. He is considered an authority on customer and prospect targeting programs and the use of data enhancement for targeting. Jackson is President of the Chicago Association of Direct Marketing and is an active member of the Direct Marketing Association. A frequent speaker, he also writes regularly on the subjects of database marketing and database enhancement for DM News and other industry publications. Paul Wang is Assistant Professor in the graduate direct marketing program at Medill School of Journalism, Northwestern University. He is also the technical editor of the Journal of Direct Marketing. Wang specializes in database and direct marketing issues, and serves as a research consultant to a variety of companies developing database marketing programs. His Ph.D. is in communications studies from Northwestern University.


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Product Details
  • ISBN-13: 9780844232324
  • Publisher: McGraw-Hill Education - Europe
  • Publisher Imprint: McGraw-Hill Contemporary
  • Height: 241 mm
  • No of Pages: 288
  • Spine Width: 24 mm
  • Width: 191 mm
  • ISBN-10: 0844232327
  • Publisher Date: 16 Jan 2000
  • Binding: Hardback
  • Language: English
  • Returnable: N
  • Weight: 788 gr


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