The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy

Deploy marketing dollars more efficiently

In today's take-no-prisoners direct marketing battleground, the only way to win is to recognize and exploit all of DMAEs interconnecting components. Using cutting-edge research and examples drawn from today's business pages, The New Direct Marketing, Third Edition, by the award-winning David Shepard Associates, shows you how to sell to increasingly wary and jaded consumers. This exhaustively updated edition introduces you to recent technological changes, from data mining, data warehouses, and CHAID modelling, to profitable use of the Internet. You'll develop customized, customer- focused marketing programs and strategies as you learn how to:

*Offset through-the-roof marketing costs with predictive andsegmentation modeling *Profit from a constant stream of demographic, psychographic, and lifestyle data from ongoing customer dialogues *Target promos and bonus offers based on previous purchases,buying patterns, and stated preferences *Much, much more more

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Recent Reviews

5/5: From: Amazon; Posted: Oct-24-2007; If you're technical - read this book!; This is a beast of a book for serious direct marketers only. Database heirarchies and the advantages and disadvantages of each for direct marketers. How to use statistics even if you didn't take statistics in college. Quantitative...; read full review | report as inappropriate

5/5: From: Amazon; Posted: Feb-03-2006; Buy this Book!; If you are looking to find a good book with examples, theorems and formulas about marketing data base promotion techniques, then buy this book it worth the money. I'd pay even more to have this book. The authors show in detail how to...; read full review | report as inappropriate

5/5: From: Amazon; Posted: Apr-17-2003; Worth every dollar; As a consultant in the field of Database Marketing, the third edition of this book has rapidly found its place on my office shelf - a complex subject made easy through informative and well planned studies and examples.I could not...; read full review | report as inappropriate

5/5: From: Amazon; Posted: May-04-2002; The definitive book on direct marketing; Great for beginners and experts, this text gives excellent step by step instructions on every pertinent direct marketing concept. This is the only good "how-to" book that you will find on such a wide variety of topics.Relevant Topics...; read full review | report as inappropriate

Selected Reviews

5/5: From: Amazon; Posted: Oct-24-2007; If you're technical - read this book!; This is a beast of a book for serious direct marketers only. Database heirarchies and the advantages and disadvantages of each for direct marketers. How to use statistics even if you didn't take statistics in college. Quantitative...; read full review | report as inappropriate