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Desktop Database Marketing isn't just another "database book." It isn't even just another database marketing book. It is a marketing book written by businesspeople who give you the know-how to capitalize on desktop technology to market more effectively and efficiently. In straightforward language with a minimum of technical jargon, the authors show you how to improve all of your customer communications; make the economics of database marketing work for your organization, regardless of its size or type; build flexible operations and systems that work for your organization's specific needs; develop a marketing strategy that builds customer relationships, gives you useful information you can put to work, and tailors strategies and tactics to the special needs of your organization.
Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today’s organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise—from branding and promotion campaigns to supply chain management to employee training to new product development. Based on decades of collective research, teaching, and application in the field, the authors present the most comprehensive treatment to date of database marketing, integrating theory and practice. Presenting rigorous models, methodologies, and techniques (including data collection, field testing, and predictive modeling), and illustrating them through dozens of examples, the authors cover the full spectrum of principles and topics related to database marketing. "This is an excellent in-depth overview of both well-known and very recent topics in customer management models. It is an absolute must for marketers who want to enrich their knowledge on customer analytics." (Peter C. Verhoef, Professor of Marketing, Faculty of Economics and Business, University of Groningen) "A marvelous combination of relevance and sophisticated yet understandable analytical material. It should be a standard reference in the area for many years." (Don Lehmann, George E. Warren Professor of Business, Columbia Business School) "The title tells a lot about the book's approach—though the cover reads, "database," the content is mostly about customers and that's where the real-world action is. Most enjoyable is the comprehensive story – in case after case – which clearly explains what the analysis and concepts really mean. This is an essential read for those interested in database marketing, customer relationship management and customer optimization." (Richard Hochhauser, President and CEO, Harte-Hanks, Inc.) "In this tour de force of careful scholarship, the authors canvass the ever expanding literature on database marketing. This book will become an invaluable reference or text for anyone practicing, researching, teaching or studying the subject." (Edward C. Malthouse, Theodore R. and Annie Laurie Sills Associate Professor of Integrated Marketing Communications, Northwestern University)
The first book to turn database technology into a direct marketing weapon--from one of America's most successful consultants and business writers. He reveals how direct marketers can profit by harnessing the astonishing power of database technology's most basic functions and most sophisticated techniques.
Recommends that computer technologies should be applied to direct marketing through telephones, lists, graphic design, research, and videos
Peter Diamandis' exciting discovery will be shared by every reader of Strategic Database Marketing. 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 consumers - and 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; and 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.
Have you ever wondered how Virgin knows which newspaper you like to read and have it ready on your seat when you board your flight? Or how on earth Marriot hotels keep track of the likes and dislikes of 5 million people, even down to their favourite room? Are these people psychics? No, but they have learnt what a powerful marketing tool a database can be. Are you getting the most out of your database?
Presents information on database marketing and includes topics such as media selection for database marketing; the PC server and the mainframe; hardware and software for database marketing; selling the database to top management; and measured marketing in retail chains.
This informative book looks at the long-term impact of database marketing techniques on the organisation, customers, both actual and prospective, and society in general. The authors advise on how to use databases to build strong customer relationships.