Cultivating the Marketing Garden

Melchinger, John H.
August 1996
Journal of Financial Planning;Aug1996, Vol. 9 Issue 4, p80
Academic Journal
The article focuses on the key features of database management to attract clients. The affluent are really not so much a marker as they are a marketplace with several definable segments, each with its own set of distinguishing characteristics. Most financial services database software emphasizes client/client data management. One serious problem with all of the complex database programs is their inability to work using a practitioner's on-the-fly manner of thinking. The database user must first plan every tag and combination of tags she or he wants to use beforehand, then set the system to do this. "Client Trak" can be an add-on program to complex client databases for those who want both, or it could stand alone as a contact manager extraordinary for practitioners who want to keep all things simple and working. Customers do not care how you do business unless you do business the way they care to. They will get what they want, either from you or the competitors. Database management to achieve marketing objectives is no longer a yes-or-no choice for private-practice financial advisors.


Related Articles

  • Scanner speeds up direct-response reports for daily control of marketing projects.  // Marketing News;2/27/87, Vol. 21 Issue 5, p37 

    The article reports on the improvements made by Oakbrook Terrace, Illinois-based marketing consultant Omni Marketing to its Instant Response Information System Division (IRIS), which gives clients daily reports for control of direct marketing projects. The upgrades are inclusion of a Prime...

  • DATA, DATA EVERYWHERE. Vizard, Michael // Baseline;Aug2006, Issue 62, p28 

    The article examines the data management crisis faced by information technology workers in the U.S. The emergence of multiple data sources makes it more difficult to establish a data warehouse where the truth concerning the state of a business process can be found. Application and middleware...

  • Market-Oriented Management Systems: The Current Status. Amstutz, Arnold E. // Journal of Marketing Research (JMR);Nov69, Vol. 6 Issue 4, p481 

    Current literature is of little value in determining the nature and extent of system support being provided to marketing executives in major companies in the United States. This article describes the current state of market-oriented management information system development and utilization.

  • Marketing Information Systems: Uses in the Fortune 500. Mcleod, Jr., Raymond; Rogers, John // California Management Review;Fall1982, Vol. 25 Issue 1, p106 

    The article presents information on a survey of management information systems and their use by Fortune 500 companies, focusing on their use in marketing. The development of integrated business computer systems capable of maintaining customer databases and generating reports is discussed. Survey...

  • Common Master Data Management Pitfalls to Avoid. Griffin, Jane // DM Review;Jun2006, Vol. 16 Issue 6, p8 

    The author reflects on the common pitfalls that companies are likely to encounter when implementing a master data management (MDM) project and suggests ways to avoid them. She points that one of the most common pitfall in implementing MDM is when companies try to identify and standardize all...

  • Efficient Maintenance of Continuous Queries for Trajectories. Ding, Hui; Trajcevski, Goce; Scheuermann, Peter // GeoInformatica;Sep2008, Vol. 12 Issue 3, p255 

    We address the problem of optimizing the maintenance of continuous queries in Moving Objects Databases, when a set of pending continuous queries need to be reevaluated as a result of bulk updates to the trajectories of moving objects. Such bulk updates may happen when traffic abnormalities,...

  • Oracle Database 10g: Streamlining DBA Training. Johnson, Julia // Certification Magazine;Jan2006, Vol. 8 Issue 1, p24 

    This article examines the Oracle Database 10g certification program. In the Oracle Database 10g: Administrator Workshop I, important database functions such as user setup, performance monitoring, database security and backup and recovery techniques are learned and experienced by candidates. In...

  • Converging data architectures. Michael, Gavin // Computer Weekly;2/7/2012, p16 

    The article offers information and recommendations about converging data architectures in a business. Topics include the development of unstructured databases, the management of database structuring by information technology (IT) departments in businesses, and bridge technologies used for...

  • THE DEVIL IS IN THE DETAILS. Miller, Ron // EContent;Apr2007, Vol. 30 Issue 3, p36 

    The article focuses on the emergence of the Extensible Markup Language (XML)-based content management (CM). XML CM is a specific style of content management in which content is created with an XML editor and saved into the database in standard XML. It has the greatest appeal in companies...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics