Database Marketing: The Ultimate Marketing Tool

by Edward L. Nash

Describing how and why database marketing is revolutionizing the field of marketing, this work shows how to develop and implement effective database marketing strategies that generate sales, avoid... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0070460639
• ISBN13: 9780070460638
• Release Date: June 1993
• Publisher: McGraw-Hill Companies
• Length: 289 Pages
• Weight: 1.47 lbs.
• Dimensions: 1.1" x 6.3" x 9.3"

Customer Reviews

Great introduction to the possibilities of DB Marketing

This books offers a nice overview of the various possibilities of database marketing and how it can be applied to get and retain customers. The chapters on analyses and database building have been written by others than Nash and turned out to be the least usefull in the book since they don't really explain 'how' to use the various concepts and their writing style is very different from Nash'. The rest of the book is an enthusiastic guide into Databasew Marketing with lots of short case studies for B-to-B, B-to-C and financial marketing. The book is already 6 years old and needs a bit of an update really since some of the technologies and trends which are discussed are already out of date. Still a very pleasant and informative book for people who just entered the field of DBM.

A good introductory guide

I work as a mrktg database consultant, and I find that this is a good introductory book on database marketing, the very next big trend in relationship marketing. It happens to be one the most useful guides I have ever seen about database marketing. If you want to hear the bad part of the tale, the technical concepts about supporting technology are a little bit poor. As I said before, maybe the best guide for newbies