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The Complete Idiot's Guide to Target Marketing by Susan Friedmann

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Chapter 19
Link Into Your Customers with Database Marketing
In This Chapter
◆ Learning database marketing essentials
◆ Recognizing the value of selling to your existing customers
◆ Understanding customer data and how to use it
We’ve talked about the value of the ultimate in target marketing: reaching out to your existing customer base with offers that you know are going to appeal to them as well as be effective.
Understanding the what and why is important. Now it’s time to focus on the how. That’s the role of database marketing.

How Database Marketing Works

Effective database marketing analyzes customer-buying patterns and enables you to create targeted campaigns based on buying behavior.
def•i•ni•tion
Database marketing is the practice of ...

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