The man who has been called the master strategist of direct marketing now describes how and why database marketing is revolutionizing the field. Readers will learn how to develop and implement effective database marketing strategies that generate sales, avoid pitfalls, promote a positive company image, and capitalize on golden opportunities. Here are a wealth of techniques for: Building an in-house database, purchasing the perfect lists from other sources, and achieving the right mix of the two; Refining and maintaining a database to consistently get the biggest bang for the mailing buck; Tailoring strategic and creative approaches to the target market; Using database marketing in the packaged goods, financial services, and business-to-business areas; Increasing knowledge of database marketing terminology via the convenient glossary. All readers will benefit from this extraordinary primer on the marketing field's latest and most powerful tool!