| An Essential Tool for Contract Educators
Business-to-business database marketing is exploding. Everyday, more companies
are adapting new database solutions to their marketing problems. The reasons
are fundamental. The old ways of marketing and selling don't work like they
used to. They are often prohibitively expensive due to high costs of face-to-face
selling, increased mailing and fast-changing markets.
This handbook shows you how to use database marketing to cut through the
inefficiencies, target clients as individuals and increase the impact of every marketing
dollar.
Includes:
Introduction to database marketing
- Why use database marketing
- sales effectiveness
- cost efficiency
- client information retained in a database
- Six-step implementation process
- the decision to proceed
- corporate and competitive analysis
- understand and identify the marketing process
- planning & designing a database
- development strategy for the effective use of database marketing
- implementation analysis
- Working with database marketing
- building a client history
- selling to existing clients
- cross marketing opportunities
- marketing management tools
- Database management
- maintaining up-to-date records
- Software buying guide
- more than 10 software products completely described
- A complete glossary
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