Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program

Description

Not only the most thorough guide available on the design and customization of an effective database program, it also takes the reader, step-by-step, through the process of interpreting data and implementing it to improve service quality and customer responses. Topics establishing realistic goals for a database marketing system; lead generation marketing; building a database marketing team; mainframes versus decentralized database system; estimating revenues and costs. ISBN:9781557385512