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By David Shepard Associates
The third edition of this popular marketing bible shows you how to combine database technology with innovative direct marketing methods to first identify, and then profit from your customers' all-important needs, desires, likes, and dislikes.
Dramatically increase your sales with techniques to gather, store, and use customer information.
Good customers are too valuable and hard to find for you to risk losing them—especially by being passive, indifferent, or indistinguishable from your competitors. “The New Direct Marketing,” third edition, shows you how to combine database technology with innovative direct marketing methods to have a positive impact on your company’s bottom line.
This unique, authoritative reference work on database management theory and practice, in print for over a decade, has now been exhaustively revised and updated to encompass today's new technology. Use it as your key to developing customized, customer-focused marketing programs and strategies.
Detailed concepts are explained and supported with easy-to-understand graphs, charts, and case studies, giving you the tools you need to:
1. Offset skyrocketing marketing costs by customizing the sequence and flow of your communications;
2. Target promotions and bonus offers based on your customers' previous purchases, buying patterns, and stated preferences; and
3. Create ongoing customer dialogues, giving you a constant incoming stream of valuable demographic, psychographic, and lifestyle data.
All customers are not created equal. The updated knowledge and strategies you learn from “The New Direct Marketing” will help you expand the boundaries of database marketing on today's take-no-prisoners direct marketing battleground.
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