New Direct Marketing: How to Implement a Profit-Driven Database Marketing Strategy 3rd - ISBN: 0070580561


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		"I can't read ten pages of Steinbeck without throwing up." - James Gould Cozzens

	New Direct Marketing: How to Implement a Profit-Driven Database Marketing Strategy 3rd
	by David Shepard Associates

ZIN Product Number: 10012514

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Product Details

Format: Textbook Hardcover, 3rd ed., 7

Edition: 3rd

Publisher: McGraw-Hill Companies, The

ISBN: 0070580561

Release Date: Jan 9, 2002

Annotation
Database technology has advanced considerably in the last three years. This second edition of the direct marketer's essential resource reflects those changes, offering new information about client-server systems and PC systems, as well as traditional mainframes, EDA (Exploratory Data Analysis), the wide range of products and services offered by data vendors and software suppliers, and more.

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Ch. 1	An Overview of the New Direct Marketing	1
Ch. 2	Sources of Marketing Data	10
Ch. 3	Buzzwords	30
Ch. 4	Why Companies are Building Database Marketing Systems	41
Ch. 5	What Do You Want the Database to Do?	44
Ch. 6	Creating and Updating the Database	53
Ch. 7	Hardware and Software Issues	77
Ch. 8	Impact of New Computer Technology on Business	88
Ch. 9	Configurations to Support Business Needs	95
Ch. 10	The Basics of Statistical Analysis	103
Ch. 11	Relationships Between Variables	121
Ch. 12	Multiple Regression	140
Ch. 13	Response Analysis	169
Ch. 14	Segmentation Analysis	187
Ch. 15	A Closer Look Back	201
Ch. 16	Artificial Neural Networks	224
Ch. 17	An Introduction to the Economics of the New Direct Marketing	235
Ch. 18	Back to Basics: The Economics of Classical Direct Marketing	241
Ch. 19	The Role of Modeling in the New Direct Marketing	271
Ch. 20	Financial Models	315
	Appendix A: Lotus 1-2-3 Programs	328
	Appendix B: Vendors of Data and Computer Services	337
	Index	487

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Keywords
Data processing, Database management, Statistical methods, Direct marketing, Database marketing, Internet marketing, Marketing - Direct, Direct marketing, Data processing, Database marketing, Database management, Statistical methods, Business Statistics, Business / Economics / Finance, Business & Economics, Marketing - General, Marketing - Multilevel, Advertising & Promotion