This work is designed to help professionals pick their way through the minefield of new data-based techniques. By understanding the roles of these techniques - their strengths and weaknesses, the opportunities they create, and the limits they set - the reader will be able to develop a scientific approach to the targeting of tactical activity and the development of marketing strategy. The book collates and reassesses new and established techniques; cuts costs by improving the accuracy of direct and general marketing activities; includes sample materials of types of marketing surveys; and is an easy-to-use reference guide to key mathematical techniques.
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Book Description Mcgraw Hill Book Co Ltd, 1993. Hardcover. Book Condition: New. Bookseller Inventory # DADAX0077077660
Book Description The McGraw-Hill Company. Book Condition: New. pp. 268. Bookseller Inventory # 5779245