Desktop Database Marketing

by Alan Weber and Jack Schmid

Written by direct marketing specialists, Des ktop Database Marketing explains every aspect of developing a desktop database system for direct marketing purposes. ' This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0844232351
• ISBN13: 9780844232355
• Release Date: March 1998
• Publisher: McGraw-Hill
• Length: 278 Pages
• Weight: 1.73 lbs.
• Dimensions: 1.1" x 7.7" x 9.5"

Customer Reviews

Great and detailed book for this technique

Desktop Database Marketing is a primer on using current desktop technology to market your business in all forms. Not just how to get new customers, but how to maintain customer relations, how to create a decision support system, reporting on your data and multiple case studies. What makes it unique among database marketing books is that it is not filled with technical words or jargon but gets down to the real world of how to use the principles in the book. It starts with the basics of databases and moves into chapters on the economics of database marketing, designing the database, developing a strategy, customer loyalty, relationship marketing, customer cloning, financial planning and case studies. A full and complete text on desktop database marketing it is a good read for anyone planning to market this way that leaves nothing to chance.

practical, useful and powerful

This book will help you grow your business! The authors approached the complex matter of database marketing with an easy step by step procedure that everyone can follow. I used the knowledge from this bok right after i read it-- it works. A must read for every marketing practitioner!