The Next Step in Database Marketing
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The Next Step in Database Marketing: Consumer Guided Marketing

The Next Step in Database Marketing: Consumer Guided Marketing

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About the Book

A complete hands-on guide to today's hottest new direct marketing techniquesbl11Consumer-Guided Marketing (CGM) promises to forever change the way companies reach their customers. Offering a radical alternative to traditional scattershot direct mail techniques, CGM employs a pre-selection process to target potential customers with a much higher degree of accuracy than ever before possible. Rather than using broad and notoriously unreliable demographic information, such as matching zip codes to income brackets, CGM marketers use highly focused questionnaires to identify individuals who are the most likely to buy and then develop direct mail letters, brochures, envelopes, and other material designed specifically for that group. Consumer-Guided Marketing is a practical resource for marketing managers, marketing analysts, direct mail copywriters and graphic designers. * Satisfies the huge and growing demand for nuts-and-bolts information about today's hottest new direct response marketing technique * Teaches by example with dozens of real-world examples of direct mail packages that work, and those that don't * Written by one of North America's most sought-after direct marketing consultants and trainers DICK SHAVER (Boston, Massachusetts) is a marketing consultant specializing in direct response marketing. Clients who have attended his popular 3-day intensive CGM seminars include Aetna Insurance, American Express, AT&T, Chemical Bank, Digital Equipment, General Motors, and Fingerhut.

Table of Contents:
Partial table of contents: THE EVOLUTION OF CONSUMER GUIDED MARKETING. Database Marketing, Privacy, Profits, and You. Catch 22: Solving the Junk Mail Problem Creates the Privacy Problem! Why Hasn't This Solution Been Tried Before? Why Consumer Guided Marketing Self-Funds, Then Catapults Profits. THE DIRECT MAIL PACKAGE IN CONSUMER GUIDED MARKETING. The Personal Medium: Foundation for All Database-Driven Direct Mail. How the Envelope Should Look. What the Envelope Should Say. How the Letter Should Look. What the Letter Should Say and How It Should Say It. Consumer Guided Letters in the New Mailing Dialogue. Why Consumer Guided Marketing? Index.


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Product Details
  • ISBN-13: 9780471133599
  • Binding: Hardback
  • Language: English
  • Spine Width: 36 mm
  • Weight: 882 gr
  • ISBN-10: 0471133590
  • Height: 231 mm
  • Returnable: N
  • Sub Title: Consumer Guided Marketing
  • Width: 162 mm


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