Martin Baier, Kurtis Ruf and Goutam Chakraborty

Customers--not one-time buyers, but people who make repeat purchases-- are the basis of virtually every profitable business. And the key to turning prospects and one-time buyers into real customers is making the right offer to the right prospects at the right time. That has been always been important, but in today's market it is a mandatory survival skill. This book shows the reader how to use all of the current statistical tools, techniques, and models to identify profitable prospects and convert them into profitable repeat customers. Interactive workshops on CD enable the reader to work with and manipulate data, models and other predictive tools to gain a hands-on practical knowledge of this most important contemporary marketing tool.

The authors are Martin Baier, one of the leading figures and founders of contemporary direct marketing; Kurtis Ruf, president of Ruf Strategic Solutions, one of the leading database marketing organization in the country; and Goutam Chakraborty, Associate Professor of Marketing at Oklahoma State University.

Abbreviated Table of Contents
Section I	Fundamentals of Database Marketing
Section II	The Essential Tools of Information Gathering and Data Analysis
Section III	Database Strategies and Program Applications
Section IV	Cases

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