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Title: Great and detailed book for this technique
Review: Desktop Database Marketing is a primer on using current desktop technology to market your business in all forms. Not just how to get new customers, but how to maintain customer relations, how to create a decision support system, reporting on your data and multiple case studies. What makes it unique among database marketing books is that it is not filled with technical words or jargon but gets down to the real world of how to use the principles in the book. It starts with the basics of databases and moves into chapters on the economics of database marketing, designing the database, developing a strategy, customer loyalty, relationship marketing, customer cloning, financial planning and case studies. A full and complete text on desktop database marketing it is a good read for anyone planning to market this way that leaves nothing to chance.
