Publisher's Synopsis
From the smallest marketing operation to those of large corporations PCs are in daily use, yet few marketing staff are actually exploiting their systems to the full, giving them access to all the information and facilities they need. In this book the author shows how PCs can be used quickly and simply to develop a sophisticated range of marketing tools. Customer databases, market research processes, direct mail systems, forecasting and marketing plans are just some of the facilities that can be developed with even the most basic hardware and software. The author explains how to develop these applications step-by-step, from the planning stage through to operation. The book is highly practical and based on years of experience of using PCs in marketing. Examples are used throughout to show each application in operation and how systems can be organized so they interrelate.
