Database Marketing: The Ultimate Marketing Tool

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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 ...

Database Marketing: The Ultimate Marketing Tool 1993, McGraw-Hill Companies, New York, NY

ISBN-13: 9780070460638

Hardcover

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