Strategic Database Marketing
by By Jackson, Rob and Wang, Paul
Category: Business & Economics , Advertising & Promotion

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.