Database marketing

Author: Yang Qian
Publisher:
Publish Date: 2005-05-01
Features: Database-based marketing not only makes corporate marketing more accurate in terms of methods but also fundamentally transforms the mindset of marketers. It enables many past marketing theories to become practical and greatly enriches the tools of marketing. Therefore, the impact of database marketing on the field of marketing will be a revolution. After China joined the WTO, distribution will be one of the most changing marketing elements in the coming years. The competition between manufacturers for distribution channels is becoming increasingly fierce, with tactics constantly changing and investments gradually increasing. Distributors are facing a more precarious survival environment squeezed between the terminals and manufacturers, and areing greater changes. Consumers are becoming more mature, with clearer stratification, and are also more discerning in their choices of shopping methods. All this indicates that traditional marketing methods are becoming increasingly ineffective, and traditional marketing channels are on the verge of greater transformation. Marketing must adapt to the development of the times and changes in the environment. In this process, database marketing can play an important role. This book is not just a book about techniques. It explores the development, application, and trends of database marketing from a theoretical level. Just as the number of companies that understand database marketing is small, it is also unlikely that many companies will be able to apply the theories and methods in this book in the near future.