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The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy
 
 
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The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy [Hardcover]

David Shepard Associates (Author)
4.8 out of 5 stars  See all reviews (4 customer reviews)

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Deploy marketing dollars more efficiently In today's take-no-prisoners direct marketing battleground, the only way to win is to recognize and exploit all of DMÆs interconnecting components. Using cutting-edge research and examples drawn from today's business pages, The New Direct Marketing, Third Edition, by the award-winning David Shepard Associates, shows you how to sell to increasingly wary and jaded consumers. This exhaustively updated edition introduces you to recent technological changes, from data mining, data warehouses, and CHAID modelling, to profitable use of the Internet. You'll develop customized, customer- focused marketing programs and strategies as you learn how to: *Offset through-the-roof marketing costs with predictive andsegmentation modeling *Profit from a constant stream of demographic, psychographic, and lifestyle data from ongoing customer dialogues *Target promos and bonus offers based on previous purchases,buying patterns, and stated preferences *Much, much more

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Dramatically increase your sales with techniques to gather, store, and use customer information. Good customers are too valuable - and hard to find - for you to risk losing them. especially by being passive, indifferent, or indistinguishable from your competitors. The New Direct Marketing, Third Edition, shows you how to combine database technology with innovative direct marketing methods to first identify, and then profit from. your customers' all-important needs, desires,likes, and dislikes. The unique, authoritative reference work on database management theory and practice for over a decade, now exhaustively revised and updated to encompass today's new technology, The New Direct Marketing, Third Edition, is your key to developing customized, customer-focused marketing programs and strategies. Detailed 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. Create ongoing customer dialogues, giving you a constant incoming stream of valuable demographic, psychographic, and lifestyle data. All customers are not created equal. Updated knowledge and strategies you learn from The New Direct Marketing, Third Edition, will help you expand the boundaries of database marketing today's take-no-prisoners direct marketing battleground.
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The marketing evolution that began a decade ago is still going strong. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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4 Reviews
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4.8 out of 5 stars (4 customer reviews)
 
 
 
 
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5.0 out of 5 stars Worth every dollar, April 16 2003
This review is from: The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy (Hardcover)
As a consultant in the field of Database Marketing, the third edition of this book has rapidly found its place on my office shelf - a complex subject made easy through informative and well planned studies and examples.

I could not possibly remember all of this every time a client asks, but in one volume I have pretty much everything I need to know at my fingertips.

Whether you are a student, setting out on a career in direct marketing or a seasoned campaigner this book is an absolute must to get you up an running. It does not cover everything, and I suspect that some of the information on technologies and trends in the IT industry will soon be outdated, but you can always get that elsewhere!

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5.0 out of 5 stars The definitive book on direct marketing, May 3 2002
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This review is from: The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy (Hardcover)
Great for beginners and experts, this text gives excellent step by step instructions on every pertinent direct marketing concept. This is the only good "how-to" book that you will find on such a wide variety of topics.

Relevant Topics include: Setting up a marketing database & using statistics to predict response &segment customers!

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5.0 out of 5 stars A Reference Book with STep-By-Step How-To, Dec 8 2000
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This review is from: The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy (Hardcover)
This will be my reference book in this subject matter. It covers a lot of detail I'm convinced the authors have been collecting these nuggets since the first day they started working then poured it all out into this book. This is good and bad. It makes for a not-so-easy read. Some chapters almost just ramble this way and that. Wouldn't you rather a book err on too much detail than too little, though? I was very pleased though, that the book has many step-by-step how-tos. For example, what to include in a Functional Requirements doc, what to include in a system implmentation design doc. Fifteen steps of putting a Marketing Contact Program in place. This book is not an easy read. The chapters are written by different authors so you get a variety of styles, depth, rambling-ness. If you ever have the opportunity to hear THE David Shepard speak, don't miss it. I heard him give a 3-hour session at NCDM in Orlando this month. He is funny, engaging, delivers clearly and articulately and I learned a lot!
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