This work is designed to help professionals pick their way through the minefield of new data-based techniques. By understanding the roles of these techniques - their strengths and weaknesses, the opportunities they create, and the limits they set - the reader will be able to develop a scientific approach to the targeting of tactical activity and the development of marketing strategy. The book collates and reassesses new and established techniques; cuts costs by improving the accuracy of direct and general marketing activities; includes sample materials of types of marketing surveys; and is an easy-to-use reference guide to key mathematical techniques.

Targeting for Success: A Guide to New Techniques for Measurement and Analysis in Database and Direct Marketing (McGraw-Hill Marketing for Profession)

Business & Money

Ozimek, John

Management & Leadership

McGraw-Hill Book Co Ltd

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Books by Ozimek, John

See the best price to sell, buy, or rent books by Ozimek, John. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Targeting for Success: A Guide to New Techniques for Measurement and Analysis in Database and Direct Marketing (McGraw-Hill Marketing for Profession)