, Database Marketing Services, The Reader's Digest Association This informative book looks at the long-term impact of database …Cover -- Contents -- Preface -- Foreword -- 1 - Introduction to Database Marketing Concepts -- 2 - Strategic Database … Development in the Marketing Planning Process -- 3 - Defining Customer Data Requirements -- 4 - Database Maintenance and Coding …

‘traditional’ nonprofit strategic marketing, on the fundraising success. A review of the existing theoretical and empirical studies … in the field of fundraising is provided. Open questions in fundraising are addressed, with the special attention devoted … to the identification of marketing activities that could ensure higher fundraising, as well as the overall performance of …