Doubling the database

Article Abstract:

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.

Management, Direct marketing, Technology application, Information management, Database administration, Mailing lists

---

Emery 'Discovers' Database

Article Abstract:

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.

Transportation, Air freight services, Emery Air Freight Corp., Information storage and retrieval, Data Management, Marketing Strategy, Airline Industry, Air Freight, Data Base Administration

---

Georgia-Pacific cultivates landowners; the soft sell builds bulging database

Article Abstract:

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.

Sawmills and planing mills, general, Hardwood veneer and plywood, Printing and writing paper, Advertising, Paper industry, Georgia-Pacific Corp.

Similar abstracts:

• Abstracts: Cable show seeks moviegoers' help. SC Johnson builds business at the base of the pyramid. Cartoon Network tackles a children's issue by making activism and volunteering fun
• Abstracts: Acclimation to three different hot climates with equivalent wet bulb globe temperatures. On the Distributional Conditions for a Consumption- Oriented Three Moment CAPM
• Abstracts: Where the Reader Eye Roams. Where the jobs are
• Abstracts: 1986 directory of direct response ad agencies. Cairo Show is successful networking event. Successful Motivators for Direct Marketers

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.