Optimal database marketing : strategy, development, and data mining

′This book should be studied by all who aspire to have a career in direct marketing. It provides a thorough overview of all essential aspects of using customer databases to improve direct marketing results. The material is presented in a style that renders even the technical subjects understandable...

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Bibliographic Details
Main Authors: Drozdenko, Ronald G., Drake, Perry D.
Format: eBook Book
Language:English
Published: Thousand Oaks Sage 2002
SAGE Publications, Incorporated
SAGE Publications, Inc
SAGE
Sage Publications
Edition:1
Subjects:
Database marketing
Digital Marketing
Electronic commerce
ISBN:0761923578, 9780761923572
Online Access:Get full text
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Summary:′This book should be studied by all who aspire to have a career in direct marketing. It provides a thorough overview of all essential aspects of using customer databases to improve direct marketing results. The material is presented in a style that renders even the technical subjects understandable to the novice direct marketer′ - Kari Regan, Vice President, Database Marketing Services, The Reader′s Digest Association This informative book looks at the long-term impact of database marketing techniques on the organization, customers, prospective customers, and society in general. The book helps students gain a thorough understanding of how to properly establish and use databases in order to build strong relationships with customers.
Bibliography:Includes indexes
Bibliography: p. 383-385
ISBN:0761923578
9780761923572
DOI:10.4135/9781452231167