Database Marketing

Have you ever wondered how Virgin knows which newspaper you like to read and have it ready on your seat when you board your flight? Or how on earth Marriot hotels keep track of the likes and dislikes of 5 million people, even down to their favourite room? Are these people psychics?
No, but they have learnt what a powerful marketing tool a database can be. Are you getting the most out of your database?

The Business Benefits of Database Marketing	p. 1
Data and Marketing	p. 13
Integrated Marketing Campaigns	p. 25
Relationship Marketing	p. 43
Building Partnerships	p. 57
Improving Customer Service Standards	p. 77
Improving Customer Service Standards	p. 93
Effective Telemarketing	p. 115
Sales Promotion	p. 133
Operating Effective Contact Strategies	p. 151
Improving Local Marketing Support	p. 163
Opening New Marketing Channels	p. 183
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