Find out the most likely reasons why marketing databases fail to deliver as promised and avoid these nine deadly traps. This white paper explains what these nine mistakes are, why they sabotage your goals, and what you should do to avoid them:

1. Lack of a marketing strategy
2. Focus on pricing instead of service
3. Getting the economics wrong
4. Failure to link your database to the Web ... plus, five more critical mistakes made all too often by otherwise smart marketers.

Written by database marketing expert, Arthur Middleton Hughes, this white paper reveals the worst practices - and the best practices - he has gleaned from his years building marketing databases, and then teaching and writing books on the subject.