Optimal database marketing : strategy, development, and data mining /

This informative book looks at the long-term impact of database marketing techniques on the organisation, customers, both actual and prospective, and society in general. The authors advise on how to use databases to build strong customer relationships.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Drozdenko, Ronald G.
Otros Autores: Drake, Perry D.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Thousand Oaks, Calif. : Sage Pub., ©2002.
Temas:
Database marketing.
Electronic commerce.
Bases de données > Marketing.
Commerce électronique.
BUSINESS & ECONOMICS > Exports & Imports.
BUSINESS & ECONOMICS > International > Marketing.
BUSINESS & ECONOMICS > Marketing > Multilevel.
Database marketing
Electronic commerce
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Trends Leading to the Use of Databases in Marketing
  • Database Marketing Versus Aggregate Marketing
  • Strategic Database Development in the Marketing Planning Process
  • Computerized Databases
  • Customer Databases Versus Other Marketing Databases
  • The Need for Strategic Planning
  • Developing a Systematic Plan for Using Marketing Databases
  • The Marketing Planning Process and Database Implementation
  • Databases and the Planning Process
  • Defining Customer Data Requirements
  • Data Needs Determination
  • Fulfillment, Marketing, and Prospecting Databases
  • Data Residing on the Marketing Database
  • Lists Versus Data
  • Applying and Using Enhancement Data
  • Database Maintenance and Coding
  • Standard Database Maintenance Routines
  • Reporting Summary/Aggregate-Level Information
  • Database Storage and Security
  • Database Maintenance Schedules
  • Some Technical Aspects of Database Maintenance
  • Basic Database Technology, Organizational Considerations, and Database Planning
  • Computer Hardware and Software
  • Database System Organization
  • Structured Query Language (SQL) and Data Analysis
  • Organizational Considerations in Technical Database Design
  • Outsourcing: The Process to Select a Database Provider
  • Phases of Database Development
  • Comments on Technological Development of the Database
  • The Analysis Sample
  • How We Sample
  • Sample Usage
  • Creation of the Analysis Sample
  • Methods of Saving Point-in-Time Sample Data
  • Analysis and Validation Samples
  • Application of Analysis Findings.

Ejemplares similares