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Book Categories |
| Ch. 1 | An Overview of the New Direct Marketing | 1 |
| Ch. 2 | Sources of Marketing Data | 10 |
| Ch. 3 | Buzzwords | 30 |
| Ch. 4 | Why Companies are Building Database Marketing Systems | 41 |
| Ch. 5 | What Do You Want the Database to Do? | 44 |
| Ch. 6 | Creating and Updating the Database | 53 |
| Ch. 7 | Hardware and Software Issues | 77 |
| Ch. 8 | Impact of New Computer Technology on Business | 88 |
| Ch. 9 | Configurations to Support Business Needs | 95 |
| Ch. 10 | The Basics of Statistical Analysis | 103 |
| Ch. 11 | Relationships Between Variables | 121 |
| Ch. 12 | Multiple Regression | 140 |
| Ch. 13 | Response Analysis | 169 |
| Ch. 14 | Segmentation Analysis | 187 |
| Ch. 15 | A Closer Look Back | 201 |
| Ch. 16 | Artificial Neural Networks | 224 |
| Ch. 17 | An Introduction to the Economics of the New Direct Marketing | 235 |
| Ch. 18 | Back to Basics: The Economics of Classical Direct Marketing | 241 |
| Ch. 19 | The Role of Modeling in the New Direct Marketing | 271 |
| Ch. 20 | Financial Models | 315 |
| Appendix A: Lotus 1-2-3 Programs | 328 | |
| Appendix B: Vendors of Data and Computer Services | 337 | |
| Index | 487 |
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
| WonderClub |
Richard Simon
reviewed The new direct marketing on January 27, 2013 The new direct marketing
Useful basic guide for a 40something guy like me that is finally making a few dollars and looking for a straightforward way to plan best I can for retirement and the kids' education
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Add The new direct marketing, Dramatically increase your sales with techniques to gather, store, and use customer information. Good customers are too valuable - and hard to find - for you to risk losing them. especially by being passive, indifferent, or indistinguishable from your com, The new direct marketing to the inventory that you are selling on WonderClubX
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Add The new direct marketing, Dramatically increase your sales with techniques to gather, store, and use customer information. Good customers are too valuable - and hard to find - for you to risk losing them. especially by being passive, indifferent, or indistinguishable from your com, The new direct marketing to your collection on WonderClub |
