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Fast Free Shipping – Very Good condition book with a firm cover and clean pages. Shows normal use and some light wear or limited notes markings. A solid, nice copy to enjoy.
Seller Inventory # GWV.0844232327.VG
- Title
- Strategic Database Marketing
- Author
- Jackson, Robert; Wang, Paul
- Publisher
- McGraw-Hill
- Publication year
- 1998
- Condition
- very_good
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 0844232327
- ISBN 13
- 9780844232324
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 marketing in business growth
Complete with a wealth of case histories that demonstrate database marketing in action, Strategic Database Marketing is the book to lead today's marketers onto the highway to the future.
"Synopsis" may belong to another edition of this title.
About the Author
Paul Wang is Assistant Professor in the graduate direct marketing program at Medill School of Journalism, Northwestern University. He is also the technical editor of the Journal of Direct Marketing. Wang specializes in database and direct marketing issues, and serves as a research consultant to a variety of companies developing database marketing programs. His Ph.D. is in communications studies from Northwestern University.
"About the title" may belong to another edition of this title.
Greenworld Books
arlington, TX, U.S.A.
AbeBooks seller since June 20, 2025
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