Summary

Database marketing is a great success story. During the last 20 years, thousands of creative and skillful people have developed and applied new methods for using databases of customers and prospects to acquire customers, build loyalty, and increase sales. These methods are explained in detail in this book. But database marketing is more than a success story. It is a philosophy.

Looked at from the customer’s point of view, database marketing is a way of making customers happy—of providing them with recognition, service, friendship, and information, for which, in return, they will reward you with loyalty, reduction in attrition, and increased sales. Generating profits by creating genuine customer satisfaction is the goal and hallmark of satisfactory database marketing. If you are doing things right, your customers will be glad that you have a database and that you have included them in it. They will appreciate the things that you do for them. If you can develop and carry out strategies that bring this situation about, you are a master marketer. You will keep your customers for life, and you will be happy in your work. You will have made the world a better place to live in.