MARC record from Internet Archive

LEADER: 03801cam 2200625 a 4500
001 ocm29478023
003 OCoLC
005 20181120225735.0
008 931119s1994 ilua b 001 0 eng
010 $a 93042154 $z 91009008
040 $aDLC$beng$cDLC$dBAKER$dNLGGC$dBTCTA$dYDXCP$dDEBBG$dOCLCQ$dBDX$dGBVCP$dOCLCF$dOCLCQ$dOCLCO$dI8M$dOCLCO$dOCLCA$dOCLCQ$dNJR$dCPO$dOCLCQ$dAU@
019 $a1035823488
020 $a0844232327
020 $a9780844232324
035 $a(OCoLC)29478023$z(OCoLC)1035823488
050 00 $aHF5415.126$b.J33 1994
082 00 $a658.8/4$220
084 $a85.40$2bcl
084 $aQP 621$2rvk
084 $aQP 650$2rvk
100 1 $aJackson, Rob.
245 10 $aStrategic database marketing /$cRob Jackson, Paul Wang ; foreword by Don E. Schultz.
246 3 $aStrategic data base marketing
260 $aLincolnwood, Ill., USA :$bNTC Business Books,$c℗♭1994.
300 $axv, 262 pages :$billustrations ;$c25 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
500 $aIncludes index.
504 $aIncludes bibliographical references and index.
505 2 $aCh. 1. Why Marketing Needs Database Technology -- Ch. 2. Information Is Power: How the Database Empowers Marketers -- Ch. 3. The ABCs of Database Marketing -- Ch. 4. 15 Ways to Use Your Database -- Ch. 5. Database Marketing in Action -- Ch. 6. Data: A Database Is Only as Powerful as the Data It Houses -- Ch. 7. Data: Developing a Source Data Strategy -- Ch. 8. Technology: Technology Made Simple -- Ch. 9. Technology: Choosing the Right Technology for Your Database -- Ch. 10. Statistical Techniques: Segmentation -- A Key to Understanding Your Customers -- Ch. 11. Statistical Techniques: Analysis and Modeling -- Ch. 12. Putting Together Your Database Marketing System -- Ch. 13. Selling the Database Marketing Program to Management -- Ch. 14. A Pattern for the Future: The Database as a Strategic Resource and Customer Contact Marketing -- Ch. 15. Social Issues in Database Marketing: Environmental Waste and Consumer Privacy -- Ch. 16. Future Trends in Database Marketing.
520 8 $aStrategic 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; and 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.
650 0 $aDatabase marketing.
650 7 $aDatabase marketing.$2fast$0(OCoLC)fst00888055
650 17 $aMarketing.$2gtt
650 17 $aDatabanken.$2gtt
650 7 $aDatenbank$2gnd
650 7 $aDirektmarketing$2gnd
653 0 $aDatabase marketing
700 1 $aWang, Paul.
856 41 $3Table of contents$uhttp://catdir.loc.gov/catdir/toc/mh022/93042154.html
856 41 $3Table of contents$uhttp://www.gbv.de/dms/bowker/toc/9780844232324.pdf
856 42 $3Contributor biographical information$uhttp://catdir.loc.gov/catdir/bios/mh042/93042154.html
856 42 $3Publisher description$uhttp://catdir.loc.gov/catdir/description/mh022/93042154.html
938 $aBaker & Taylor$bBKTY$c39.95$d29.96$i0844232327$n0001927334$sactive
938 $aBrodart$bBROD$n44159730$c$39.95
938 $aBaker and Taylor$bBTCP$n93042154
938 $aYBP Library Services$bYANK$n835506
029 1 $aAU@$b000010670363
029 1 $aDEBBG$bBV009787055
029 1 $aGBVCP$b131925261
029 1 $aNZ1$b4734160
029 1 $aYDXCP$b835506
994 $aZ0$bP4A
948 $hHELD BY P4A - 315 OTHER HOLDINGS