This powerful handbook will help you understand the inherent issues associated with dealing with business databases … while providing solutions to many of the common problems!

"Marketing information was impossible to obtain from our billing systems, now our database allows targeting, segmentation and appropriate marketing, Bernie is a genius …" Bob, American Media

1. show you the difference between consumer and business databases and why many consumer techniques don't work in the business environment …
2. teach you how computer systems have evolved and the impact a system's derivation can have on building and maintaining customer information …
3. provide you step-by-step guidelines for building a relational database…
4. identify some critical issues that you should consider designing and creating your database so you can measure responses, purchases and maintain on-going communication …
5. demonstrate how to build you initial business database and how to verify accuracy and add information to make the database more effective …
6. give you a template and structure for a direct marketing measurement and analysis database …
7. show you some of the criteria you should evaluate in selecting a customer relationship management …

This time-efficient handbook contains techniques that you can use to build and maintain your house file even with limited technology resources. Read it today and begin to build your business database tomorrow.

TABLE OF CONTENTS

— Consumer versus Business Databases
— System Evolution
— Building a Relational Database
— Measuring Response, Measuring Purchases and Continuing Communication
— Building a Business Database
— Verifying and Maintaining House File Names
— Adding Marketing Information to Your File
— Building a Source Code Reporting System
— Evaluating and Selecting A Customer Relationship Management System
— Why It's So Hard To Build a Business Database Summarized

Why Its So Hard To Build A Business Database - And What To Do About It contains 72 pages. The price is just $12.95 plus shipping and handling for a single copy. Order any four handbooks (the same title or various titles from the library) and get the fifth one free! (Only $12.95 Handbooks qualify for this special offer)! Books normally ship within 48 hours of receipt of order.