Chapter

Identifying Your Customers

Lois K. Geller

in Response

Published in print November 2002 | ISBN: 9780195158694
Published online October 2011 | e-ISBN: 9780199849420 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780195158694.003.0004
Identifying Your Customers

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Chapter 4 outlines the most efficient method of gathering lists of prospects. Mentioned are: compiled lists available for rent, direct response lists, and list of brokers containing names and addresses of people who have one basic interest or characteristic in common. It also details the process of choosing the prospective customers from the lists available. Database maintenance and marketing is thoroughly discussed as a tool in marketing planning and analysis.

Keywords: compiled lists; direct response lists; list of brokers; database marketing

Chapter.  6174 words.  Illustrated.

Subjects: Business Strategy

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