MARC Record from marc_columbia

LEADER: 04403mam a2200409 a 4500
001 2287788
005 20220616012043.0
008 980715t19991999nyua b 001 0 eng
010 $a 98030382
020 $a0070580561
020 $a0070130701
035 $a(OCoLC)ocm39523325
035 $9APD6342CU
035 $a2287788
040 $aDLC$cDLC$dC#P$dOrLoB-B
050 00 $aHF5415.126$b.N48 1999
082 00 $a658.8/4$221
245 04 $aThe new direct marketing :$bhow to implement a profit-driven database marketing strategy /$cDavid Shepard Associates, Inc. ; with individual contributions by Rajeev Batra [and others].
250 $a3rd ed.
260 $aNew York :$bMcGraw-Hill,$c[1999], ©1999.
300 $axx, 716 pages :$billustrations ;$c29 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
504 $aIncludes bibliographical references and index.
505 00 $gSect. 1.$tMarketing.$gCh. 1.$tAn Overview of the New Direct Marketing.$gCh. 2.$tContact Strategy.$gCh. 3.$tBuzzwords.$gCh. 4.$tSources and Uses of Marketing Data.$gCh. 5.$tRelationship Marketing and How It Relates to the New Direct Marketing.$gCh. 6.$tThe Role of Direct Marketing in Building Brands.$gCh. 7.$tCustomer Service and Direct Marketing --$gSect. 2.$tData and Marketing Databases.$gCh. 8.$tWhat Do You Want Your Database to Do and Why Do You Think It Will Do It?$gCh. 9.$tBuilding a Marketing Database.$gCh. 10.$tUsing Data Hygiene to Identify Individuals and Households.$gCh. 11.$tCampaign Management --$gSect. 3.$tWhat Direct Marketers need to know about Technology.$gCh. 12.$tOperations and Decision Support Systems.$gCh. 13.$tThe Unique Requirements Direct Marketers Place on Their Decision Support Systems.$gCh. 14.$tHardware and Software Fundamentals.$gCh. 15.$tTrends in Technology.$gCh. 16.$tClient Server Systems --$gSect. 4.$tBasic Statistics and Modeling.
505 80 $gCh. 17.$tThe Basics of Statistical Analysis.$gCh. 18.$tRelationships between Variables.$gCh. 19.$tMultiple Regression.$gCh. 20.$tResponse Analysis.$gCh. 21.$tSegmentation Analysis.$gCh. 22.$tA Closer Look Back.$gCh. 23.$tArtificial Neural Networks --$gSect. 5.$tAdvanced Modeling.$gCh. 24.$tAssessment of Direct Marketing Response Models.$gCh. 25.$tDirect Marketing Models Using Genetic Algorithms.$gCh. 26.$tBootstrapping in Direct Marketing.$gCh. 27.$tWhat Do My Customers Look Like? Look at the Stars!$gCh. 28.$tAlternative Direct Marketing Response Models: Linear Probability, Logit and Probit Models.$gCh. 29.$tCHAID for Interpreting a Logistic Regression Model.$gCh. 30.$tMarket Classification Modeling with Logistic Regression.$gCh. 31.$tModern Methods of Testing in Direct Marketing --$gSect. 6.$tEconomics, Lifetime Value, and the Role of Modeling in the New Direct Marketing.$gCh. 32.$tAn Introduction to the Economics of the New Direct Marketing.
505 80 $gCh. 33.$tBack to Basics: The Economics of Classical Direct Marketing.$gCh. 34.$tThe Role of Modeling in the New Direct Marketing.$gCh. 35.$tApplications of the New Direct Marketing.$gCh. 36.$tFinancial Models.$gApp. A.$tLOTUS 1-2-3 Programs --$gApp. B.$tVendors of Data --$gApp. C.$tFast-Count DBMS.
520 $aThe New Direct Marketing, Third Edition, is your key to developing customized, customer-focused marketing programs and strategies.
520 8 $aDetailed concepts are explained and supported with easy-to-understand graphs, charts, and case studies, giving you the tools you need to: offset skyrocketing marketing costs by customizing the sequence and flow of your communications; target promotions and bonus offers based on your customers' previous purchases, buying patterns, and stated preferences; and create ongoing customer dialogues, giving you a constant incoming stream of valuable demographic, psychographic, and lifestyle data.
650 0 $aDirect marketing$xData processing.
650 0 $aDatabase marketing.$0http://id.loc.gov/authorities/subjects/sh90004314
650 0 $aDatabase management.$0http://id.loc.gov/authorities/subjects/sh85035848
650 0 $aDirect marketing$xStatistical methods.
650 0 $aInternet marketing.$0http://id.loc.gov/authorities/subjects/sh95005028
700 1 $aBatra, Rajeev.$0http://id.loc.gov/authorities/names/n87811227
710 2 $aDavid Shepard Associates.$0http://id.loc.gov/authorities/names/n88283625
852 00 $boff,bus$hHF5415.126$i.N48 1999