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ISBN: 1-55738-893-8, 9781557388933Издательство: McGraw-Hill
Database marketing has become a buzzword. Honks and articles art written about it and a National Center exists to bring professionals together. Every major and medium-sized corporation has appointed Director of Database Marketing who is setting up or managing a customer database. Regardless of what you're selling, to market effectively today you need a marketing database that links you to your loyal customers who are eager to be the first to learn about you new offerings. You will need to be linked to active prospects whom you will transform into loyal customers. You will need to use the information in the database to understand your customers and to communicate with them one-on-one. And the way to do that is to build a marketing database and use it to establish and maintain profitable lifetime relationships with your customer.