New Direct Marketing How to Implement a Profit-Driven Database Marketing Strategy

ISBN-10: 0070580561
ISBN-13: 9780070580565
Edition: 3rd 1999 (Revised)
Authors: David Shepard
List price: $79.95
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Description: Considered by many experts to be the essential information source for marketing professionals and direct marketing companies, this classic work has been updated to include developments in technology.

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Book details

List price: $79.95
Edition: 3rd
Copyright year: 1999
Publisher: McGraw-Hill Companies, The
Publication date: 3/31/1999
Binding: Hardcover
Pages: 736
Size: 9.00" wide x 11.50" long x 1.50" tall
Weight: 4.246
Language: English

Considered by many experts to be the essential information source for marketing professionals and direct marketing companies, this classic work has been updated to include developments in technology.

Marketing
An Overview of the New Direct Marketing
Contact Strategy
Buzzwords
Sources and Uses of Marketing Data
Relationship Marketing and How it Relates to the New Direct Marketing
The Role of Direct Marketing in Building Brands
Customer Service and Direct Marketing.Data and Marketing Databases
What Do You Want Your Database to Do andWhy Do You Think It Will Do It? Trends in Technology
Client Server Systems
Basic Statistics and Modeling
The Basics of Statistical Analysis
Relationships between Variables
Multiple Regression
Response Analysis
Segmentation Analysis
A Closer Look Back
Artificial Neural Networks
Advaced Modeling
Assessment of DirectMarketing Response Models
Direct Marketing Models Using Genetic algorithms
Bootstrapping in Direct Marketing
What Do My Customers Look Like? Look at the Stars! Alternative Direct Marketing Response Models: Linear Probability, Logit and Probit Models
Chaid for Interpreting a Logistic Regression Model
Market Classification Modeling with Logistic Regression
Modern Methods of Testing in DirectMarketing
Economics, Lifetime Value, and the Role of Modeling in the New Direct Marketing
An Introduction to the Economics of The New Direct Marketing
An Introduction to the Economics of the New Direct Marketing
Back to Basics: The Economics of Classical Direct Marketing
The Role of Modeling in the New Direct Marketing
Applications of the New Direct Marketing
Financial Models
Appendices
Index
Table of Contents provided by Publisher. All Rights Reserved.

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