Steps in The Database-Marketing Dance

摘要

Everyone thinks they're good at marketing. It's sort of like dancing: Everyone can dance, but few people are good at it. With instruction and training, you, too, can become a good dancer. You can also become a good marketer with instruction and execution. Marketing shouldn't be confused with advertising; that's only one component of marketing. Also, don't presume that marketing ends once a new customer enters the store; the wise operator uses all the tools of marketing to tap current customers. After all, who's most likely to drop off an order tomorrow? The best marketing you can do is at the counter, be- cause the most important piece of the puzzle—your customer— is standing there. Of course, it helps to have an inviting store, competent coun-terpeople and a computer system, too.