Strategic database marketing /
Strategic Database Marketing explains how organizations can use customer data to improve marketing decisions, strengthen customer relationships, and increase profitability. The book was one of the early texts to demonstrate how databases could transform traditional mass marketing into targeted, cust...
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| Format: | Book |
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Lincolnwood, Ill., USA :
NTC Business Books,
c1994.
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| Online Access: | http://www.loc.gov/catdir/bios/mh042/93042154.html http://www.loc.gov/catdir/description/mh022/93042154.html http://www.loc.gov/catdir/toc/mh022/93042154.html |
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Table of Contents:
- Part I: What has happened to marketing Part II: What database marketing is...and how it works Part III: Three keys building blocks of a database system Part IV: Managing the database Part V: Staying ahead of the curve