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
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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"