This book will ensure that you get the most from your marketing database.

Database Marketing:

• explains how to utilize your customer information to improve the precision and effectiveness of marketing, customer service and customer retention programmes shows you how an effective database can improve performance in areas like: direct marketing, relationship marketing, telemarketing, customer service, communication and sales management
• helps managers to build stronger relationships with the customer
• will help improve long-term profitability of your organisation by showing how to use the information that you have at your fingertips