Database Marketing And Direct Mail

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Database Marketing And Direct Mail

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Author : Robin Fairlie
language : en
Publisher:
Release Date : 1993

Database Marketing And Direct Mail written by Robin Fairlie and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1993 with Business & Economics categories.

The second edition of this book provides a thorough exploration of direct mail and database marketing. Both concepts are examined individually and then their inter-relationship is discussed, revealing that both are necessary if marketing is to be carried out effectively.

The Marketing Person S Guide To Database Marketing Direct Mail

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Author : Robin Fairlie
language : en
Publisher:
Release Date : 1990

The Marketing Person S Guide To Database Marketing Direct Mail written by Robin Fairlie and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1990 with Database marketing categories.

Direct And Database Marketing

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Author : Graeme McCorkell
language : en
Publisher: Kogan Page Publishers
Release Date : 1997

Direct And Database Marketing written by Graeme McCorkell and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997 with Database marketing categories.

Through examples and case studies, this book demonstrates how to adopt the methods, technology and techniques pioneered in direct marketing and apply them in the broader context of integrated marketing.

The New Direct Marketing How To Implement A Profit Driven Database Marketing Strategy

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Author : David Shepard Associates
language : en
Publisher: McGraw Hill Professional
Release Date : 1999-04-21

The New Direct Marketing How To Implement A Profit Driven Database Marketing Strategy written by David Shepard Associates and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999-04-21 with Business & Economics categories.

Deploy marketing dollars more efficiently In today's take-no-prisoners direct marketing battleground, the only way to win is to recognize and exploit all of DMÆs interconnecting components. Using cutting-edge research and examples drawn from today's business pages, The New Direct Marketing, Third Edition, by the award-winning David Shepard Associates, shows you how to sell to increasingly wary and jaded consumers. This exhaustively updated edition introduces you to recent technological changes, from data mining, data warehouses, and CHAID modelling, to profitable use of the Internet. You'll develop customized, customer- focused marketing programs and strategies as you learn how to: *Offset through-the-roof marketing costs with predictive andsegmentation modeling *Profit from a constant stream of demographic, psychographic, and lifestyle data from ongoing customer dialogues *Target promos and bonus offers based on previous purchases,buying patterns, and stated preferences *Much, much more

Principles Of Direct And Database Marketing

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Author : Alan Tapp
language : en
Publisher: Pearson Education
Release Date : 2005

Principles Of Direct And Database Marketing written by Alan Tapp and has been published by Pearson Education this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Business & Economics categories.

"Alan Tapp is one of the few writers on direct and database marketing who meets the needs of practitioners and students. His experience of working in direct and database marketing and then of researching and teaching in the area giveshim the ideal basis for this book, which is one of the best guidesavailable on the subject."Professor Merlin Stone, Business Research Leader, Business Consulting Services, IBM UK Ltd., IBM Professor of Business Transformation, School of Management, University of Surrey Indispensible to both students and practitioners alike! Principles of Direct and Database Marketing, 3e, builds upon the strengths of the 2 nd edition. As direct marketing continues to quickly evolve, Tapp's book brings the latest trends and developments to the forefront. "A rich source of insights. Given the growing importance of direct and database marketing to clients' businesses today, Tapp explores a broad spectrum of issues and illustrates them with insightful case studies. Accessible to the newcomer and a welcome reminder for those needing a refresher."Martin Troughton, Founder and Managing Partner of Harrison Troughton WundermanA market leader, Principles of Database Marketing, 3e, offers a focused discussion that links academic theory to the everyday practices in the commercial world. New features include: The latest changes in the world of geodemographics and lifestyle databases and detailed description of new products introduced over the last 5 years (Chapter 4) New media coverage, including the Internet and e-mail (Chapter 6) and SMS Texting and interactive TV (Chapter 10) Fresh examination of the strategic influences on direct marketing and brand response. Also gets behind the fads, jargon and cliches that characterise much of the relationship marketing writing New case studies throughout sourced from award-winning UK based direct marketing agencies. Brand new Chapter 14 which includes a fully worked large-scale case study Alan Tapp is Senior Lecturer at Bristol Business School at the University of West England.

Principles Of Direct Database And Digital Marketing

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Author : Alan Tapp
language : en
Publisher: Pearson Higher Ed
Release Date : 2014-01-14

Principles Of Direct Database And Digital Marketing written by Alan Tapp and has been published by Pearson Higher Ed this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-01-14 with Business & Economics categories.

The growth of digital marketing is the most important yet unpredictable trend in marketing today. How can the online world be harnessed by the companies of today and tomorrow to grow their marketing impact? What role do information and databases have to play in this system? And why do some non-digital means of direct marketing still remain so powerful? Alan Tapp’s successful text has long been a leading authority on direct marketing, and for this edition he is joined by Ian Whitten and Matthew Housden. The authors all bring great expertise across direct, database and digital marketing to provide comprehensive, compelling coverage of the key theory and debates of the fields. The 5th edition includes comprehensive coverage of all recent developments in digital marketing, including analysis of the seemingly relentless rise of Facebook, Twitter and other forms of social media. It has a range of thoroughly updated case studies covering companies and organisations from sports teams to car manufacturers and non-profits and contains a new chapter on Data Protection legislation and its impact on marketers. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.

Direct Database Marketing

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Author : Alan Tapp
language : it
Publisher: Apogeo Editore
Release Date : 2002

Direct Database Marketing written by Alan Tapp and has been published by Apogeo Editore this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Business & Economics categories.

Internet Direct Mail The Complete Guide To Successful E Mail Marketing Campaigns

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Author : Stevan Roberts
language : en
Publisher: McGraw Hill Professional
Release Date : 2001

Internet Direct Mail The Complete Guide To Successful E Mail Marketing Campaigns written by Stevan Roberts and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with Business & Economics categories.

Direct marketing via the Internet is the best way to avoid the rising printing and mailing costs of traditional direct mail. Plus, it's more effective! An online campaign will often turn a profit even if the entire mailing produces only 1 percent response or less! If you're ready to try e-mail marketing, or if you're already doing it and want to know more, Internet Direct Mail has all the information you need. From selecting products and offers to writing copy and incorporating rich media-like video clips or audio into an e-mail, Internet Direct Mail shows you step by step how to create, send, and track a highly successful e-mail campaign. This guide also includes the authors' carefully compiled, invaluable lists of resources for: E-mail list brokers and service bureaus Credit card companies and corporations offering merchants accounts Books and software on Web marketing Online advertising services Internet Direct Mail offers insight, advice, and step-by-step assistance from seasoned direct-marketing professionals who have experienced great success with Internet campaigns. Their expert guidance will help you make sound decisions about your offer, your creative, your list, your fulfillment, your method of measurement, and many other issues--allowing you to start and run a smooth, professional, results-oriented e-mail campaign.

The Next Step In Database Marketing Consumer Guided Marketing

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Author : Dick Shaver
language : en
Publisher: John Wiley & Sons
Release Date : 1996-09-04

The Next Step In Database Marketing Consumer Guided Marketing written by Dick Shaver and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 1996-09-04 with Business & Economics categories.

"This book will help marketers broaden their focus beyond database segmentation techniques, regression analysis and modeling to . . . the real heart of the matter: What do consumers want, anyway?"--Beth Smith, Cofounder, Smith Browning Instructor, DMA's Basic Institute of Direct Marketing.

Strategic Database Marketing 4e The Masterplan For Starting And Managing A Profitable Customer Based Marketing Program

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Author : Arthur Hughes
language : en
Publisher: McGraw Hill Professional
Release Date : 2011-12-20

Strategic Database Marketing 4e The Masterplan For Starting And Managing A Profitable Customer Based Marketing Program written by Arthur Hughes and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-12-20 with Business & Economics categories.

Use the latest digital technologies for lifelong customers and repeat sales “Arthur Middleton Hughes is database marketing’s Great Explainer. He has a unique gift for taking complex subjects and breaking them down in ways people can easily understand. This is the most approachable book I have ever read on the subject.” —Ken Magill, Publisher, The Magill Report “Strategic Database Marketing is a must-read for anyone in CRM or e-mail marketing. The Customer Lifetime Value information and formula is critical to utilize. Arthur’s information makes it easy to update with your e-mail metrics and improve KPIs to know the success of each marketing program.” —David Horwedel, eCRM Program Manager, Dell “Arthur Hughes is truly a direct marketing database guru. This edition of Strategic Database Marketing [is a] must-read for any marketer in today’s ever-changing environment.” —Vicki Updike, President, Miles Kimball Company “Strategic Database Marketing objectively challenges the very way we go about using our data and where we should be going in the future. It is an important, informative, and enjoyable read.” —Matt Edgar, Founder, Global Marketing Alliance and publisher of Direct Marketing International “Strategic Database Marketing provides the fundamentals of consumer data management that every marketer should know. Arthur’s insight into utilizing e-mail and social media both as a data source and communication medium is key to creating the highly relevant and targeted messaging that today’s consumers demand.” —Angela Sanchez, Sr. Director of Marketing, Universal Music Group “Arthur Hughes describes how smart marketers amass the mounds of valuable customer data accumulated by their company, find common characteristics among those individuals, and then suggest a product or service that customers will be eager to purchase−even before they know they want to buy it.” —Kathryn Kiritsis, Director Online Marketing, Avis Budget Group “Read this book if you are looking to make sense of the complexities of database marketing in the digital world. Mr. Hughes has produced a tour de force.” —Steve Cobden, CMO, Thompson & Company of Tampa, Inc. “I have learned so much from Arthur Hughes over the years! This book is no exception. He continues not only to address theory, but also offer practical, measurable application.” —Sue Coakley, Sr. Director, Customer Contact Strategy, Yahoo! About the Book: Since the previous edition of Strategic Database Marketing was published in 2006, digital tools like Google, e-mail, mobile devices, and social networking sites have completely changed the game. Customer outreach knows no boundaries, program management is more complex, and smart use of databases is absolutely critical to success. With these new challenges, though, come great opportunities—and this thoroughly updated new edition has everything you need to seize them all. Retaining all the tips, tactics, and strategies that have made Strategic Database Marketing the go-to resource for marketers who take their craft seriously, this classic guide gives you the most current tools and techniques for gathering and measuring metrics and making accurate predictions with them. Completely revised and updated, this new edition covers all the foundational database marketing principles and practices, including: Lifetime value (LTV) Building profits with recency and frequency The off-e-mail sales multiplier Customer and subscriber acquisition Monetary (RFM) analysis Expanding retail store traffic Customer segmentation Analytics and modeling Loyalty marketing Measuring the impact of social media Testing and control groups Business-to-business database marketing All quizzes, forms, strategies, charts, and graphs are available online for instant reference and downloads. The book also enables you to calculate the lifetime value of your subscribers and customers and sample online databases to quantify your efforts. The personal customer information stored in your company’s database files provides you with a unique and valuable competitive advantage. But are you using that information productively? Is your data difficult if not impossible for frontline employees to access when needed? Strategic Database Marketing, Fourth Edition, is a one-stop resource for making the best possible use of database marketing to meet your strategic goals while keeping up with the changing nature of the market.