Designing Database Marketing Communications

  • Robert C. Blattberg
  • Byung-Do Kim
  • Scott A. Neslin
Part of the International Series in Quantitative Marketing book series (ISQM, volume 18)


When all the LTV calculations, predictive modeling, and acquisition and retention planning have been done, the firm ultimately must communicate with the customer. In this chapter, we discuss how to design database marketing communications. We discuss the planning process for designing communications, and devote most of the discussion to copy development and media selection. We pay special attention to “personalization,” or individualizing the message that is communicated to each customer.


Credit Card Content Area Optimal Allocation Purchase Intention Direct Mail 


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Copyright information

© Springer Science+Business Media, LLC 2008

Authors and Affiliations

  • Robert C. Blattberg
    • 1
    • 2
  • Byung-Do Kim
    • 3
  • Scott A. Neslin
    • 4
  1. 1.Kellogg School of ManagementNorthwestern UniversityEvanstonUSA
  2. 2.Tepper School of BusinessCarnegie-Mellon UniversityPittsburghUSA
  3. 3.Graduate School of BusinessSeoul National UniversitySeoulKorea
  4. 4.Tuck School of BusinessDartmouth CollegeHanoverUSA

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