O'Reilly logo

Strategic Database Marketing by Arthur Hughes

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

23A Farewell to the Reader

We are back where we started. Database marketing is a long-range strategy for building lasting relationships with people whom we get to know intimately, who look on our companies and our employees as friends. On the other hand we have some companies pursuing short-term marketing strategies that involve sending massive communications that shout to unknown people about their companies’ low prices. Both strategies work in generating profits: one over the long run and the other for next quarter’s results. The problem with the second strategy is that we may be losing our most valuable customers. “Who cares,” say the batch and blast advocates. “The purpose of business is to make a profit for the stockholders. They don’t ask ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required