Database Marketing: The Ultimate Marketing Tool - Couverture rigide

Nash, Edward

 
9780070460638: Database Marketing: The Ultimate Marketing Tool
Couverture rigide
ISBN 10 : 0070460639 ISBN 13 : 9780070460638
Editeur : McGraw-Hill Professional, 1993

Synopsis

The man who has been called the "master strategist" of direct marketing now describes how and why database marketing is revolutionizing the field. Readers will learn how to develop and implement effective database marketing strategies that generate sales, avoid pitfalls, promote a positive company image, and capitalize on "golden" opportunities. Here are a wealth of techniques for: Building an in-house database, purchasing the perfect lists from other sources, and achieving the right mix of the two; Refining and maintaining a database to consistently get the biggest bang for the mailing buck; Tailoring strategic and creative approaches to the target market; Using database marketing in the packaged goods, financial services, and business-to-business areas; Increasing knowledge of database marketing terminology via the convenient glossary. All readers will benefit from this extraordinary primer on the marketing field's latest and most powerful tool!

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À propos de l'auteur

Edward L. Nash heads up Team Nash Inc., direct marketing consulting and creative firm based in New York City handling Internet, direct marketing and database clients in the U.S. and five other countries. He also teaches direct marketing at New York University and Virginia Commonwealth University. Prior to forming Team Nash, he was Executive Vice President of Bozell Worldwide, Inc., where he oversaw the strategic development of U.S. global direct marketing programs. Ed began his career as a copywriter and has been marketing Vice President for LaSalle Extension University, President of Capitol Record Club, Executive Vice President of Rapp Collins, and President/CEO of BBDO Direct, which he founded and ran for five years. He is the author of Database Marketing: The Ultimate Selling Tool and editor-in-chief of The Direct Marketing Handbook, both published by McGraw-Hill.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
McGraw-Hill Professional
Date d'édition
1993
Langue
anglais
ISBN 10 
0070460639
ISBN 13 
9780070460638
Reliure
Relié
Nombre de pages
336
Coordonnées du fabricant
non disponible
Personne responsable
non disponible