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 consumersand 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
- 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.
- ISBN13 9780844232324
- Publish Date 16 January 2000 (first published 1 August 1998)
- Publish Status Out of Print
- Out of Print 17 November 2011
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Contemporary
- Format Hardcover
- Pages 288
- Language English