Targeting for success : a guide to new techniques for measurement and analysis in database and direct response marketing
Author(s)
Bibliographic Information
Targeting for success : a guide to new techniques for measurement and analysis in database and direct response marketing
(McGraw-Hill marketing for professionals)
McGraw-Hill, c1993
Available at 5 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Includes bibliographical references and index
Description and Table of Contents
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.
Table of Contents
- Simple measurement - the basics of classic direct marketing
- using simple measurements to add depth and understanding
- more complex meaures
- introduction to classification and geodemographics
- putting it all together - geodemographic and other classification systems in action
- loyalty - a new direction for marketing?
- into the future. Appendices: breakdown of categories for main first generation geodemographic systems
- sample lifestyle questionnaires
- additional algebra - assessing the effect of loyalty programmes.
by "Nielsen BookData"