Delta Education

The smart technology designed to help marketers with customer relationship management (CRM) can get confusing pretty quickly. Direct marketing, database marketing and CRM are all overapplied terms, which, in many cases, have overlapping meanings. In order to run a successful catalog business, you must understand the fundamentals of targeted marketing—that means building and using a database of all your customers and inquiries. “First off, I would caution anybody from jumping right in and looking at tools,” says Katie Cole, director of analysis and learning at Quris, an electronic touch communication consultancy. “Tools are just a relatively small part of a much larger process. The

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