Valuing Your Customers / From Quality Information to Quality Relationships Through Database Marketing 

 -  Mcgraw Hill Book Company,  1995 
 - 372 
<br/><br/>Preface, Acknowledgements, Marketing Transformation: The True Potential of Database Marketing, The Fundamental Database Marketing Disciplines in 10 cases, New People and New Bussiness, The Economics of Loyalty, Health Warnings, The Power of Service in Sales, Resources and Change, Changing the Culture, The Starting Point: Data, Processing Names and Addresses, Turning Data into Action, The Power and Abuse of Statistics, Creativity and Continuous Relationship Improvement, Beginning Points: Social and Technology Trends, Glossary, Bibliography, Index. 
<br/><br/> Preface, Acknowledgements, Marketing Transformation: The True Potential of Database Marketing, The Fundamental Database Marketing Disciplines in 10 cases, New People and New Bussiness, The Economics of Loyalty, Health Warnings, The Power of Service in Sales, Resources and Change, Changing the Culture, The Starting Point: Data, Processing Names and Addresses, Turning Data into Action, The Power and Abuse of Statistics, Creativity and Continuous Relationship Improvement, Beginning Points: Social and Technology Trends, Glossary, Bibliography, Index. 
<br/><br/><label>ISBN: </label>77079507