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The Complete Database Marketer: Tapping Your Customer Base to Maximize Sales and Increase Profits
The Complete Database Marketer is totally redrafted to bring it up to date with developments through 1995. Specific updates include: media selection for database marketing; the PC server and the mainframe; hardware and software for database marketing; selling the database to top management; measured marketing in retail chains.
551 pages, Hardcover
First published May 1, 1991
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