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

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Targeting for Success: A Guide to New Techniques for Measurement and Analysis in Database and Direct Marketing (McGraw-Hill Marketing for Profession) image
ISBN-10:

0077077660

ISBN-13:

9780077077662

Author(s): Ozimek, John
Released: Jan 01, 1993
Publisher: McGraw-Hill Book Co Ltd
Format: Hardcover, 268 pages
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Description:

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.

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