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 Advertising, Direct-mail categories.

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 Business & Economics 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.

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.

Database Marketing

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Author : Robert C. Blattberg
language : en
Publisher: Springer Science & Business Media
Release Date : 2010-02-26

Database Marketing written by Robert C. Blattberg and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-02-26 with Business & Economics categories.

Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today’s organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise—from branding and promotion campaigns to supply chain management to employee training to new product development. Based on decades of collective research, teaching, and application in the field, the authors present the most comprehensive treatment to date of database marketing, integrating theory and practice. Presenting rigorous models, methodologies, and techniques (including data collection, field testing, and predictive modeling), and illustrating them through dozens of examples, the authors cover the full spectrum of principles and topics related to database marketing. "This is an excellent in-depth overview of both well-known and very recent topics in customer management models. It is an absolute must for marketers who want to enrich their knowledge on customer analytics." (Peter C. Verhoef, Professor of Marketing, Faculty of Economics and Business, University of Groningen) "A marvelous combination of relevance and sophisticated yet understandable analytical material. It should be a standard reference in the area for many years." (Don Lehmann, George E. Warren Professor of Business, Columbia Business School) "The title tells a lot about the book's approach—though the cover reads, "database," the content is mostly about customers and that's where the real-world action is. Most enjoyable is the comprehensive story – in case after case – which clearly explains what the analysis and concepts really mean. This is an essential read for those interested in database marketing, customer relationship management and customer optimization." (Richard Hochhauser, President and CEO, Harte-Hanks, Inc.) "In this tour de force of carefulscholarship, the authors canvass the ever expanding literature on database marketing. This book will become an invaluable reference or text for anyone practicing, researching, teaching or studying the subject." (Edward C. Malthouse, Theodore R. and Annie Laurie Sills Associate Professor of Integrated Marketing Communications, Northwestern University)

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.

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.

Marketing In India Cases And Readings

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Author : S.Neelamegham
language : en
Publisher: Vikas Publishing House
Release Date : 2012

Marketing In India Cases And Readings written by S.Neelamegham and has been published by Vikas Publishing House this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Marketing categories.

This book provides a comprehensive overview of the current marketing environment in India. It examines the changing dynamics of marketing management against the backdrop of globalization and liberalization, analysing how both marketers and consumers are adapting to radical changes. Insightful perspectives on key issues including market segmentation, brand strategy, product planning, advertising, pricing and distribution strategies as well as challenges of rural marketing are given. This Fourth Edition boasts of incisive coverage of all contemporary concepts and formats of marketing, including retailing, Internet marketing and telemarketing. It is further enriched by varied case studies that are drawn from the Indian experience and will go a long way to inculcate skills of analysis, logical thinking and decision making in students. Valuable not only to students and teachers of marketing management, the book is a must-have for practising managers who want to stay abreast with the latest developments in their field.

Marketing Communications 2007 2008

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Author : Graham Hughes
language : en
Publisher: Routledge
Release Date : 2005-06

Marketing Communications 2007 2008 written by Graham Hughes and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-06 with Business & Economics categories.

Elsevier/Butterworth-Heinemann's 2005-2006 CIM Coursebook series offers you the complete package for exam success. Comprising fully updated Coursebook texts that are revised annually, and free online access to the MarketingOnline learning interface, it offers everything you need to study for your CIM qualification. Carefully structured to link directly to the CIM syllabus, this Coursebook is user-friendly, interactive and relevant. Each Coursebook is accompanied by access to Marketingoline (www.marketingonline.co.uk), a unique online learning resource designed specifically for CIM students, where you can: Annotate, customise and create personally tailored notes using the electronic version of the Coursebook; Search the Coursebook online for easy access to definitions and key concepts; Access the glossary for a comprehensive list of marketing terms and their meanings