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Contemporary Database Marketing: Concepts and Applications,Used
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Contemporary Database Marketing Concepts and Applications puts dynamic new information and training tools in the hands of marketing students and practitioners with its dramatic new approach to the world of database marketing. It explains technical concepts in an easytoread text, demonstrates those concepts in cases and interactive workshops, and, through an accompanying CD, enables the reader to manipulate a storehouse of realworld information to test and develop his or her expertise with a near infinite number of applications. For many years, while some wouldbe marketers got caught up in the confusion of technobabble and consultantspeak, cleaver marketers were using database marketing principles and techniques to increase their profitability and strengthen their customer relationships. They often didn't call it database marketing but they benefited from it never the less. Now every marketer can share in those benefits. Contemporary Database Marketing does what it teaches: it is a truly invaluable interactive teaching and learning tool that will guide its reader to more profitable marketing.
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