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

The New Direct Marketing, with its authoritative treatment of theory and practice in database management, has long been an essential information resource for direct marketing professionals. Now this revised and updated third edition brings readers up to date on Internet strategies for database marketers, modeling, statistical analysis, and more. Easy-to-understand graphs, charts, and case studies help make this the classic book on the art and science of direct marketing.

Marketing. An Overview of the New Direct Marketing. Contact Strategy. Buzzwords. Sources and Uses of Marketing Data. Relationship Marketing and How it Relates to the New Direct Marketing. The Role of Direct Marketing in Building Brands. Customer Service and Direct Marketing.Data and Marketing Databases. What Do You Want Your Database to Do andWhy Do You Think It Will Do It? Trends in Technology. Client Server Systems. Basic Statistics and Modeling. The Basics of Statistical Analysis. Relationships between Variables. Multiple Regression. Response Analysis. Segmentation Analysis. A Closer Look Back. Artificial Neural Networks. Advaced Modeling. Assessment of DirectMarketing Response Models. Direct Marketing Models Using Genetic algorithms. Bootstrapping in Direct Marketing. What Do My Customers Look Like? Look at the Stars! Alternative Direct Marketing Response Models: Linear Probability, Logit and Probit Models. CHAID for Interpreting a Logistic Regression Model. Market Classification Modeling with Logistic Regression. Modern Methods of Testing in DirectMarketing. Economics, Lifetime Value, and the Role of Modeling in the New Direct Marketing. An Introduction to the Economics of The New Direct Marketing. An Introduction to the Economics of the New Direct Marketing. Back to Basics: The Economics of Classical Direct Marketing. The Role of Modeling in the New Direct Marketing. Applications of the New Direct Marketing. Financial Models. Appendices.Index.