Database Marketing: Strategy and Implementation

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Wiley, Jan 16, 1990 - Business & Economics - 224 pages
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Explains what database marketing is, what it can do, and how a company can implement it. Whether your company is large or small, it shows how to combine traditional and modern marketing principles and computing techniques into a database marketing program that can increase sales. Any company, of any size, in any industry, can improve its relationship with its customers by implementing these approaches.

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About the author (1990)

Robert Shaw is a consultant to museums and collectors and is the author of several books on American folk art. From 1981 to 1994, he served as curator of the Shelburne Museum, which houses an impressive collection of American handcrafts. He lives in Vermont.

Stone is IBM Professor of Marketing at SEMS and a leading expert on direct and relationship marketing, customer care, customer loyalty and customer information systems. He is a founder member of the Institute of Direct Marketing, a co-editor of the Journal of Financial Services Marketing and on the editorial advisory boards of the Journal of Database Marketing and the Journal of Interactive Marketing.

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