Strategic Database Marketing 4e: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program, 4th Edition

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 ...