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ISBN: 0844232327Издательство: McGraw-Hill Trade
Rob Jackson and Paul Wang have swept aside the confusion that surrounds database technology and replaced it with the knowledge and competitive spirit it takes to create the kind of marketing system that will drive the growth of every successful organization. This important book looks into the future and shows marketers and business managers how to take advantage of the countless opportunities new technologies have made available to them. With the emergence of the database comes the means for organizations to communicate one-on-one with consumersand to tailor all products, messages, and customer services to meet and surpass customer expectations. Strategic Database Marketing explains What the database is and how it can empower marketers The ABCs of database marketing The technology, its applications and capabilities Statistical techniques for market segmentation and profitability analysis The critical role of database...