Strategic database marketing / (Record no. 12780)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02256cam a2200265 a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0844232327 |
| Terms of availability | Tsh. 8,000/= |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780844232324 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | DCC Library |
| Language of cataloging | eng. |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.872 JAC |
| 100 1# - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Jackson, Rob. |
| 245 10 - TITLE STATEMENT | |
| Title | Strategic database marketing / |
| Statement of responsibility, etc | Rob Jackson, Paul Wang ; foreword by Don E. Schultz. |
| 246 3# - Varying form of Title | |
| Title proper/short title | Strategic database marketing |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | Lincolnwood, Ill., USA : |
| Name of publisher | NTC Business Books, |
| Year of publication | c1994. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | xv, 262 p. : |
| Other physical details | ill. ; |
| Dimensions | 25 cm. |
| 500 ## - GENERAL NOTE | |
| General note | Includes index. |
| 505 ## - Formatted Contents | |
| Formatted contents note | Part I: What has happened to marketing<br/>Part II: What database marketing is...and how it works<br/>Part III: Three keys building blocks of a database system<br/>Part IV: Managing the database<br/>Part V: Staying ahead of the curve |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Strategic Database Marketing explains how organizations can use customer data to improve marketing decisions, strengthen customer relationships, and increase profitability. The book was one of the early texts to demonstrate how databases could transform traditional mass marketing into targeted, customer-focused marketing.<br/>The authors emphasize that customer information is a strategic business asset. By collecting and analyzing customer data, organizations can better understand buying behavior, identify profitable customer segments, personalize marketing messages, and retain valuable customers. Rather than sending the same message to everyone, database marketing enables firms to deliver the right offer to the right customer at the right time.<br/>The book covers the process of building a marketing database, including collecting customer information from sales transactions, surveys, loyalty programs, and other sources. It explains how to organize, maintain, and update databases to ensure data quality and usefulness. The authors also discuss customer segmentation, predictive analysis, response modeling, and measuring the effectiveness of marketing campaigns. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Database marketing. |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Wang, Paul. |
| 856 42 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | http://www.loc.gov/catdir/bios/mh042/93042154.html |
| 856 42 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | http://www.loc.gov/catdir/description/mh022/93042154.html |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | http://www.loc.gov/catdir/toc/mh022/93042154.html |
| 942 ## - ADDED ENTRY ELEMENTS | |
| Item type | Book |
| Withdrawn status | Lost status | Damaged status | Not for loan | Permanent Location | Current Location | Date acquired | Full call number | Accession Number | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Mzumbe University Dar es Salaam Campus Library | Mzumbe University Dar es Salaam Campus Library | 01/05/2010 | 658.872 JAC | U0005840 | 1 | 01/07/2026 | Book |