Optimal Database Marketing
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Optimal Database Marketing

Strategy, Development, and Data Mining

Drozdenko, Ronald G.; Drake, Perry D.;

Description
'This book should be studied by all who aspire to have a career in direct marketing. It provides a thorough overview of all essential aspects of using customer databases to improve direct marketing results. The material is presented in a style that renders even the technical subjects understandable to the novice direct marketer' - Kari Regan, Vice President, Database Marketing Services, The Reader's Digest Association

This informative book looks at the long-term impact of database marketing techniques on the organization, customers, prospective customers, and society in general. The book helps students gain a thorough understanding of how to properly establish and use databases in order to build strong relationships with customers.

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Bibliographic Information
Publish State
Published
Language
English
Readership
College - higher education
Responsibility
Ronald Drozdenko and Perry D. Drake.
Publisher / Imprint
SAGE Publications / SAGE Publications, Inc
Publication Country / Place
United Kingdom / London
Title Identifier (ISBN/ISSN)
9781452264042 / 0761923578
Published Date
March 2002
Primary Price
63 GBP
Pages
424
Reference Code
BDZ0005013494