Databases make information management easy and relatively inexpensive. Mailshots, telemarketing and customer service activities can be more purposeful when you have instant access to details of all your customers and prospects and all your contacts with them.
This briefing focuses on using the database as a marketing tool. It covers:
- Using your database as the main tool for achieving your marketing objectives.
- Selecting what information to collect.
- Designing your database to make it flexible and thoroughly useful.
