Optimal Database Marketing

Strategy, Development, and Data Mining

by 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.

Rights Information

WORLD

Thank you for proceeding with this offer.

SAGE Publications has chosen to review this offer before it proceeds.

You will receive an email update that will bring you back to complete the process.

You can also check the status in the My Offers area
Bibliographic Information
  • Pub date: March 2002
  • English
  • 9781452264042 / 0761923578
  • United Kingdom
  • Primary Price: 63 GBP
  • Pages: 424
  • SAGE Publications / SAGE Publications, Inc
  • Readership: College - higher education
  • Publish State: Published
  • Responsibility: Ronald Drozdenko and Perry D. Drake.
  • Reference Code: BDZ0005013494