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

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; And Create Ongoing Customer Dialogues, Giving You A Constant Incoming Stream Of Valuable Demographic, Psychographic, And Lifestyle Data.--book Jacket. Sect. 1. Marketing -- Ch. 1. Overview Of The New Direct Marketing -- Ch. 2. Contact Strategy -- Ch. 3. Buzzwords -- Ch. 4. Sources And Uses Of Marketing Data -- Ch. 5. Relationship Marketing And How It Relates To The New Direct Marketing -- Ch. 6. Role Of Direct Marketing In Building Brands -- Ch. 7. Customer Service And Direct Marketing -- Sect. 2. Data And Marketing Databases -- Ch. 8. What Do You Want Your Database To Do And Why Do You Think It Will Do It? -- Ch. 9. Building A Marketing Database -- Ch. 10. Using Data Hygiene To Identify Individuals And Households -- Ch. 11. Campaign Management -- Sect. 3. What Direct Marketers Need To Know About Technology -- Ch. 12. Operations And Decision Support Systems -- Ch. 13. Unique Requirements Direct Marketers Place On Their Decision Support Systems -- Ch. 14. Hardware And Software Fundamentals -- Ch. 15. Trends In Technology -- Ch. 16. Client Server Systems -- Sect. 4. Basic Statistics And Modeling -- Ch. 17. Basics Of Statistical Analysis -- Ch. 18. Relationships Between Variables -- Ch. 19. Multiple Regression -- Ch. 20. Response Analysis -- Ch. 21. Segmentation Analysis -- Ch. 22. Closer Look Back -- Ch. 23. Artificial Neural Networks -- Sect. 5. Advanced Modeling -- Ch. 24. Assessment Of Direct Marketing Response Models -- Ch. 25. Direct Marketing Models Using Genetic Algorithms -- Ch. 26. Bootstrapping In Direct Marketing -- Ch. 27. What Do My Customers Look Like? Look At The Stars! -- Ch. 28. Alternative Direct Marketing Response Models: Linear Probability, Logit And Probit Models -- Ch. 29. Chaid For Interpreting A Logistic Regression Model -- Ch. 30. Market Classification Modeling With Logistic Regression -- Ch. 31. Modern Methods Of Testing In Direct Marketing -- Sect. 6. Economics, Lifetime Value, And The Role Of Modeling In The New Direct Marketing -- Ch. 32. Introduction To The Economics Of The New Direct Marketing -- Ch. 33. Back To Basics: The Economics Of Classical Direct Marketing -- Ch. 34. Role Of Modeling In The New Direct Marketing -- Ch. 35. Applications Of The New Direct Marketing -- Ch. 36. Financial Models. App. A. Lotus 1-2-3 Programs -- App. B. Vendors Of Data -- App. C. Fast-count Dbms. Sect. 1. Marketing -- Ch. 1. Overview Of The New Direct Marketing -- Ch. 2. Contact Strategy -- Ch. 3. Buzzwords -- Ch. 4. Sources And Uses Of Marketing Data -- Ch. 5. Relationship Marketing And How It Relates To The New Direct Marketing -- Ch. 6. Role Of Direct Marketing In Building Brands -- Ch. 7. Customer Service And Direct Marketing -- Sect. 2. Data And Marketing Databases -- Ch. 8. What Do You Want Your Database To Do And Why Do You Think It Will Do It? -- Ch. 9. Building A Marketing Database -- Ch. 10. Using Data Hygiene To Identify Individuals And Households -- Ch. 11. Campaign Management -- Sect. 3. What Direct Marketers Need To Know About Technology -- Ch. 12. Operations And Decision Support Systems -- Ch. 13. Unique Requirements Direct Marketers Place On Their Decision Support Systems -- Ch. 14. Hardware And Software Fundamentals -- Ch. 15. Trends In Technology -- Ch. 16. Client Server Systems -- Sect. 4. Basic Statistics And Modeling -- Ch. 17. Basics Of Statistical Analysis -- Ch. 18. Relationships Between Variables -- Ch. 19. Multiple Regression -- Ch. 20. Response Analysis -- Ch. 21. Segmentation Analysis -- Ch. 22. Closer Look Back -- Ch. 23. Artificial Neural Networks -- Sect. 5. Advanced Modeling -- Ch. 24. Assessment Of Direct Marketing Response Models -- Ch. 25. Direct Marketing Models Using Genetic Algorithms -- Ch. 26. Bootstrapping In Direct Marketing -- Ch. 27. What Do My Customers Look Like? Look At The Stars! -- Ch. 28. Alternative Direct Marketing Response Models: Linear Probability, Logit And Probit Models -- Ch. 29. Chaid For Interpreting A Logistic Regression Model -- Ch. 30. Market Classification Modeling With Logistic Regression -- Ch. 31. Modern Methods Of Testing In Direct Marketing -- Sect. 6. Economics, Lifetime Value, And The Role Of Modeling In The New Direct Marketing -- Ch. 32. Introduction To The Economics Of The New Direct Marketing -- Ch. 33. Back To Basics: The Economics Of Classical Direct Marketing -- Ch. 34. Role Of Modeling In The New Direct Marketing -- Ch. 35. Applications Of The New Direct Marketing -- Ch. 36. Financial Models. App. A. Lotus 1-2-3 Programs -- App. B. Vendors Of Data -- App. C. Fast-count Dbms. David Shepard Associates, Inc. ; With Individual Contributions By Rajeev Batra ... [et Al.]. Includes Bibliographical References And Index.