Doubling the database
Data base management systems and their options and functions are important parts of using direct marketing dollars well. Most data base management systems used by direct marketers are used in specific applications. Many new trends in data base management encourage doubling the system; however, the direction that many hardware and software producers are taking is leading their customers in new directions. Direct marketing applications of data base management systems and their management are discussed.
Publication Name: ZIP-Target Marketing
Emery 'Discovers' Database
By allowing its valuable source of customer information to lie unused in its computers, Emery Air Freight Corp. allows a competitor to grab off business. Data is of little value if unused. Emery stands as a example of wasted opportunity with marketing information collected and eventually discarded. Shipper and consignee records are important tools in developing a marketing strategy. Database management, to be effective, must first capture information, then provide analysis.
Publication Name: Advertising Age
Georgia-Pacific cultivates landowners; the soft sell builds bulging database
Georgia-Pacific used all types of medium, television, radio, print and direct mail, to persuade landowners in North Carolina and Virginia to sell them their trees. The firm adopted the soft sell approach in its multi-media advertising campaign, but imparted a sophisticated message. The successful integrated campaign was executed by Atlanta-based Sawyer Riley Compton, Atlanta.
Publication Name: Business Marketing
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