Database Marketing

by Ian Linton

Have you ever wondered how Virgin knows which newspaper you like to read and have it ready on your seat when you board your flight? Or how on earth Marriot hotels keep track of the likes and dislikes of 5 million people, even down to their favourite room? Are these people psychics?
No, but they have learnt what a powerful marketing tool a database can be. Are you getting the most out of your database?

196 pages, Paperback

First published September 1, 1995