Database Marketing - Making Better Decisions (414 words)
This new "desktop database marketing" represents a new focus—on the decision maker not the computer. The computer is merely a tool to help make better decisions.
The effectiveness of any service bureau, software tool or piece of hardware should not be evaluated based on how large or efficient the computer resources might be. They should be judged by how effectively they produce better decisions.
Alan Weber is vice president of database marketing, for J. Schmid & Associates, in Shawnee Mission, KS. Weber is co-author (along with Jack Schmid) of the book "Desktop Database Marketing" (NTC/Contemporary). He can be reached at (913) 385-0220 or by E-mail at firstname.lastname@example.org.