Database marketing : the ultimate marketing tool

By: Nash, Edward LMaterial type: TextTextPublication details: New York : McGraw-Hill, ©1993Description: xix, 289 pagesISBN: 9780070460638; 0070460639 Subject(s): Marketing -- DatabasesDDC classification: 658.800285
Contents:
Foreword / Bob Wientzen -- 1. The Ultimate Marketing Tool -- 2. The In-House Database -- 3. Names for Sale -- 4. How to Build Your Own Custom Lists -- 5. List Segmentation -- 6. Data Acquisition -- 7. Conquest Direct Mail -- 8. Customer Loyalty Promotions -- 9. Tactical Approaches -- 10. Advocacy Solicitations -- 11. Managing a Database -- 12. Database Mathematics -- 13. Improving Database Return on Investment -- 14. Competitive Research -- 15. Consumer Applications -- 16. Business-to-Business Applications -- 17. Financial Database Marketing -- 18. What's Next? --
Summary: Database marketing is the ultimate extension of direct marketing-selling to an individual rather than to groups, coming full circle to the one-on-one relationship eroded by decades of mass marketing. Other books discuss the subject in theory, but only Database Marketing shows how to use this revolutionary tool to sell everything from packaged goods to financial services. Database Marketing delivers inside guidance from the industry's acknowledged master strategist. Ed Nash reveals the wealth of database techniques he has pioneered for mega-marketers like Procter & Gamble, Chrysler, Merrill Lynch, and Mutual of Omaha. Whether you're an executive looking for bottom-line proof or a marketing manager in the trenches, you'll discover the facts you need to know, including how to calculate the economics of database marketing (and see why it's often more cost-effective than any other advertising or promotional method); mine existing sources of names; build, refine, and enhance your own custom lists; apply databases in every aspect of marketing - to introduce products, build retail traffic, cross-sell, and extend product lines; launch "conquest mail" against specific users of competing brands; take advantage of psychographics as well as demographic and category usage methods; solicit loyalty (because your own customers are probably your most neglected market); soothe your customers' concerns about privacy - and even use them to strengthen the sales relationship. "Database marketing is the marketing battleground of the next century, which is why major corporations are already building their arsenals," says Ed Nash. Join the leaders. Database Marketing is your complete reference - and your indispensable guide to the most significant marketing tool since direct marketing itself
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Reference Books Reference Books Main Library
Reference 		Reference 658.800285 NAS (Browse shelf(Opens below)) Available 012009
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Includes index

Foreword / Bob Wientzen --
1. The Ultimate Marketing Tool --
2. The In-House Database --
3. Names for Sale --
4. How to Build Your Own Custom Lists --
5. List Segmentation --
6. Data Acquisition --
7. Conquest Direct Mail --
8. Customer Loyalty Promotions --
9. Tactical Approaches --
10. Advocacy Solicitations --
11. Managing a Database --
12. Database Mathematics --
13. Improving Database Return on Investment --
14. Competitive Research --
15. Consumer Applications --
16. Business-to-Business Applications --
17. Financial Database Marketing --
18. What's Next? --


Database marketing is the ultimate extension of direct marketing-selling to an individual rather than to groups, coming full circle to the one-on-one relationship eroded by decades of mass marketing. Other books discuss the subject in theory, but only Database Marketing shows how to use this revolutionary tool to sell everything from packaged goods to financial services. Database Marketing delivers inside guidance from the industry's acknowledged master strategist. Ed Nash reveals the wealth of database techniques he has pioneered for mega-marketers like Procter & Gamble, Chrysler, Merrill Lynch, and Mutual of Omaha. Whether you're an executive looking for bottom-line proof or a marketing manager in the trenches, you'll discover the facts you need to know, including how to calculate the economics of database marketing (and see why it's often more cost-effective than any other advertising or promotional method); mine existing sources of names; build, refine, and enhance your own custom lists; apply databases in every aspect of marketing - to introduce products, build retail traffic, cross-sell, and extend product lines; launch "conquest mail" against specific users of competing brands; take advantage of psychographics as well as demographic and category usage methods; solicit loyalty (because your own customers are probably your most neglected market); soothe your customers' concerns about privacy - and even use them to strengthen the sales relationship. "Database marketing is the marketing battleground of the next century, which is why major corporations are already building their arsenals," says Ed Nash. Join the leaders. Database Marketing is your complete reference - and your indispensable guide to the most significant marketing tool since direct marketing itself

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