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| Author: | Miller, S. |
| Title: | Mine the direct marketing riches in your database. |
| Journal: | Journal of Business Strategy
1989 : NOV-DEC, VOL. 10:6, p. 33-36 |
| Index terms: | DIRECT SELLING DATA BASE MANAGEMENT |
| Language: | eng |
| Abstract: | Companies are discovering the power of culling their customer information files with database systems to identify the most likely prospects for direct marketing effort. While direct marketing is not new, the latest evolution of relational databases allows marketers to segment their client base using a variety of criteria, including geography, income, age, and even lifestyle, to enhance the effectiveness of the direct solicitation process. |
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