Summary


Database marketing is a method of getting incremental increases in retention and sales when sales are conducted primarily through other channels, but it is also much more than that. It is a way of making people happy. People like to buy products and services. They like to establish personal relationships with their suppliers. They like to be recognized, thanked, and chatted with. They like to receive wanted communications. You can do all this with database marketing using the Web, phone, and direct mail. You cannot do these things with mass marketing. Merchants used to recognize customers and communicate directly with them in small retail stores, but most of the companies using database marketing today are not proprietors of small retail stores. What successful database marketing does is to bring back the close personal relationships that used to exist between customers and local stores and that have been lost as our country and economy have grown. In doing database marketing well today, you are making the world a happier, more satisfying, and better place to live. And you will be making an honest living doing it.




The Customer Loyalty Solution. What Works (and What Doesn't in Customer Loyalty Programs)
The Customer Loyalty Solution : What Works (and What Doesnt) in Customer Loyalty Programs
ISBN: 0071363661
EAN: 2147483647
Year: 2002
Pages: 226

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