| Summary: | Utilizing nontechnical language, the author thoroughly explains how to use database technology as a direct marketing weapon to help you get to know who your customers are--what they want; why they buy what you sell--in order to keep your clients long-term plus successfully increase your customer base. Provides a model of the typical consumer to use in soliciting new customers and includes examples from Burger King, Seagram's, Miller Brewing, Warner-Lambert--companies that are thriving by applying this latest marketing strategy.
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