The essential guide to database marketing:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London u.a.
McGraw-Hill
1992
|
| Series: | The John Fraser-Robinson direct marketing series
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | X, 239 S. Ill., graph. Darst. |
| ISBN: | 0077071573 |
Staff View
MARC
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| adam_text | Contents
Introduction to the series by John Fraser Robinson page ix
Acknowledgements x
PART ONE SETTING THE SCENE: WHERE WE ARE NOW 1
CHAPTER 1 PAST, PRESENT AND FUTURE INDICATIVE 3
Introduction 3
The changing face of marketing 3
Why database marketing? A definition 6
The rapid growth of direct marketing 8
The rapid growth of database marketing 8
The database at the heart of sales and marketing 9
The tasks of sales and marketing 11
The Loyalty Ladder 12
The structure of this book 14
Summary 15
Action checklist 15
PART TWO HOW DATABASE MARKETING CAN DEVELOP
CUSTOMERS 17
CHAPTER 2 HOW TO SPOT A FUTURE CUSTOMER 19
Introduction 19
The second best list in the world 19
Analysing the customer profile 21
Analysing the prospect profile 25
The principle of information overlay 27
Geodemographics: birds of a feather flock together 28
Lifestyle: the power of self reports 31
Data fusion: 2 + 2 = more than 4 33
Overlaying information on business addresses 36
Qualitative profiling 38
Summary 39
Action checklist 40
CHAPTER 3 STAND FORTH AND BE RECOGNISED 42
Introduction 42
Cost effective targeting of audiences 43
Use of direct mail 44
Use of direct response advertisements 53
Use of other channels 56
Other lead generating techniques 59
Use of telemarketing: inbound 60
Response analysis 61
Summary 63
Action checklist 63
CHAPTER 4 THE HARD PART: WINNING THAT FIRST ORDER 67
Introduction 67
Enquiry handling 67
Enquiry tracking 71
Use of telemarketing: outbound 73
Use of field salesforce 78
Case history 82
Summary 84
Action checklist 84
CHAPTER 5 THE PROFITABLE PART: WINNING REPEAT BUSINESS 87
Introduction 87
The concept of lifetime value 88
Cross selling 90
Add on goods and services 94
Catalogue marketing 95
The importance of new product development 96
Summary 97
Action checklist 97
CHAPTER 6 THE FUN PART: WINNING FRIENDS AND
INFLUENCING PEOPLE 99
Introduction 99
The importance of word of mouth 99
Customer loyalty programmes as part of customer care 100
Lip service is not enough 101
Newsletters 102
Questionnaires 106
Clubs 109
Member get member 111
Case history 112
Summary 114
Action checklist 115
CHAPTER 7 TECHNIQUES: TRAVEL THE WORLD AND STEAL
THE BEST 116
Introduction 116
Financial services 116
Retailing and traditional mail order 121
Charities 125
The travel industry 126
The publishing industry 127
International 128
Summary 133
Action checklist 134
PART THREE HOW TO DEVELOP YOUR DATABASE 135
CHAPTER 8 DESIGNING AND IMPLEMENTING YOUR
DATABASE 137
Introduction 137
Cost justifying the database 137
The information audit 139
The in house v bureau non issue 144
Software 147
Hardware 151
Liveware 153
Populating the database 155
Project management 161
Summary 162
Action checklist 164
CHAPTER 9 RUNNING YOUR DATABASE 170
Introduction 170
Quality control of data input 170
Updating data 172
Security 174
Documentation 175
Training and support programme 176
Phase 2 development: learning through doing 178
Testing: learning what works and predicting the future 181
Summary 188
Action checklist 189
PART FOUR SETTING THE SCENE: WHERE WE RE GOING 191
CHAPTER 10 WHERE NEXT FOR DATABASE MARKETING? 193
Introduction 193
The threats: legislation 195
The threats: the conservation/junk mail issue 202
Opportunities: computer power for targeting 204
Opportunities: computer driven printing, manufacturing and
telemarketing 207
Summary 213
APPENDIX 1 ROYAL MAIL SERVICES 215
APPENDIX 2 CODES OF PRACTICE AND RELEVANT
LEGISLATION 221
APPENDIX 3 USEFUL ADDRESSES 223
Bibliography 227
Glossary 229
Index 236
|
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| illustrated | Illustrated |
| indexdate | 2024-07-09T16:49:16Z |
| institution | BVB |
| isbn | 0077071573 |
| language | English |
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| physical | X, 239 S. Ill., graph. Darst. |
| publishDate | 1992 |
| publishDateSearch | 1992 |
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| series2 | The John Fraser-Robinson direct marketing series |
| spelling | Davies, John M. Verfasser aut The essential guide to database marketing John M. Davies London u.a. McGraw-Hill 1992 X, 239 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier The John Fraser-Robinson direct marketing series Database management Database marketing Datenbank (DE-588)4011119-2 gnd rswk-swf Direktmarketing (DE-588)4012421-6 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Datenbank (DE-588)4011119-2 s DE-604 Direktmarketing (DE-588)4012421-6 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=004225644&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Davies, John M. The essential guide to database marketing Database management Database marketing Datenbank (DE-588)4011119-2 gnd Direktmarketing (DE-588)4012421-6 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4011119-2 (DE-588)4012421-6 (DE-588)4037589-4 |
| title | The essential guide to database marketing |
| title_auth | The essential guide to database marketing |
| title_exact_search | The essential guide to database marketing |
| title_full | The essential guide to database marketing John M. Davies |
| title_fullStr | The essential guide to database marketing John M. Davies |
| title_full_unstemmed | The essential guide to database marketing John M. Davies |
| title_short | The essential guide to database marketing |
| title_sort | the essential guide to database marketing |
| topic | Database management Database marketing Datenbank (DE-588)4011119-2 gnd Direktmarketing (DE-588)4012421-6 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Database management Database marketing Datenbank Direktmarketing Marketing |
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