Setting your sights on the customer. (use of marketing customer information file to guide direct marketing programs): An article from: Bank Marketing

This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on February 1, 1993. The length of the article is 4416 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: Database marketing can greatly enhance a bank's ability to understand the specific needs of its various customer segments and thus, its ability to develop products and services that meet these needs. Effective database marketing requires the proper application of data taken from a well-designed computerized marketing customer information file (MCIF) built from a bank's customer accounts. With the help of an MCIF, a bank can develop appropriate direct marketing strategies for its primary markets: its past, prospective and existing customers. By analyzing these key markets, a bank can ascertain the profitability and cost-effectiveness of the marketing methods used to sell its services and products to various customer niches. The information gleaned from this assessment, in turn, provides a bank the basis upon which to adjust its marketing programs to improve its competitiveness in each customer segment.

Citation Details
Title: Setting your sights on the customer. (use of marketing customer information file to guide direct marketing programs)
Author: David Chambers
Publication:Bank Marketing (Magazine/Journal)
Date: February 1, 1993
Publisher: Bank Marketing Assn.
Volume: v25 Issue: n2 Page: p40(5)

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