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Strategic database marketing / Rob Jackson, Paul Wang ; foreword by Don E. Schultz.

By: Contributor(s): Material type: TextTextPublication details: Lincolnwood, Ill., USA : NTC Business Books, c1994.Description: xv, 262 p. : ill. ; 25 cmISBN:
  • 0844232327
Other title:
  • Strategic data base marketing
Subject(s): DDC classification:
  • 658.872 JAC.
Online resources: Summary: Strategic 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
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Item type Current library Home library Call number Copy number Status Barcode
Book Mzumbe University-Mbeya Campus Library Mzumbe University-Mbeya Campus Library 658.872 JAC. (Browse shelf(Opens below)) 1 Available 005433
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Includes index

Strategic 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

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