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Dark Sun (Richard Rhodes), 281
Data, demographic vs. behavioral, 166
Data marts, 217
Data Mining Cookbook (Olivia Rud), 345
Data warehouses, 15, 216–218
Database cleanup, 215–216
Database marketing, xiv–xviii, 1–2
and benefit to customer, 2–3
BenefitMall example, 195–200
and catalogs, 271–272
changing approaches to, 4–6
by computer companies, 187–188
CRM vs., 23–24, 338–339
next best product identified with, 190–193
top ten prospects identified with, 188–190, 193–195
Database Marketing Institute, 106
Databases:
failure of, 15–17
types of, 13–15
D&B (see Dun & Bradstreet)
Dbmarketing.com, 106
Dealers, finding, 49–50
Decision support system, 240–241
Dell Computer, 7, 188, 205, 210, 254, 256–258, 268, 280
Deloitte & Touche, 80
Delta Airlines, 221
Demographic data, 166
Demographic information, 275
Dialog, 229
Digital Impact, 96
Direct Marketing Association, 119
Direct Marketing to Business, 344
Direct-mail response, Web response vs., 149–152
Direct-marketing promotions, 5
DirectTR@K, 197
Discount rate, 67, 72–73
Discounts, 47, 293–294, 340–341
Disney, 329
DM News, 344
Donnelly, 14, 308
DSW Shoe Warehouse, 225
Dun & Bradstreet (D&B), 5, 13, 188–189, 191, 194, 195, 200, 210–212, 227, 286, 295, 296, 298
Dun's Major Industry, 297, 298
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