Tab Article
Acknowledgements
Introduction: The Old Corner Grocer
Overview: Marketing to Individuals
Part I : What is a Marketing Database?
Chapter 1 : What Marketing Databases Do
Chapter 2 : The History of Database Marketing
Part II : The Technical Side of Database Marketing
Chapter 3 : What the Database Marketer Needs to Know About Computer Hardware
Chapter 4 : Software for Database Marketing
Chapter 5 : How to Build Your Marketing Database
Chapter 6 : The Personal Computer and Database Marketing
Part III : Building Relationships With Your Customers
Chapter 7 : How to Select Your Best Customers
Chapter 8 : Maintaining Loyalty
Chapter 9 : How to Maintain a Dialog With Your Customers
Chapter 10 : The Lifetime Value of a Customer
Chapter 11 : Providing Services to Your Customers
Part IV : Reaching Out to Prospects
Chapter 12 : Building a Profile of Your Best Customers
Chapter 13 : Clustering: Short-Cut Modeling
Chapter 14 : The Psychology of Your Customer
Chapter 15 : Getting the Names Right
Chapter 16 : Cloning Your Best Customers
Chapter 17 : Telephone Technology
Chapter 18 : “In Six to Eight Weeks”
Part V : Operating a Marketing Database: Two Case Studies
Chapter 19 : A Direct Marketing Database: A Case Study
Chapter 20 : The Business-to-Business Marketing Database
Part VI : Economics and Corporate Relationships
Chapter 21 : The Economics of Building a Marketing Database
Chapter 22 : Selling the Database to Top Management
Chapter 23 : The Privacy Issue-and Other Philosophical Problems
Chapter 24 : The Creative Agency
Chapter 25 : The Database Administrator
Chapter 26 : The Sale Staff and the Marketing Database
Chapter 27 : Database Marketing and the Dealer
Part VII : Concluding Words
Chapter 28 : The Future of Database Marketing
Glossary
Appendix : How to Keep Up With Database Marketing
Index
