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Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable Customer-Based Marketing Program
"Strategic Database Marketing" is the only resource to explain database marketing from the customer's point of view, instead of the seller's. Now, as exploding research and technology create entirely new market challenges, the Second Edition of this influential bestseller explains the method for computing RFM (Reach, Frequency, Monetary), as well as covering recently devel
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Hardcover, 400 pages
Published
May 16th 2000
by McGraw-Hill Companies
(first published 1999)
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(showing 1-30 of 118)
Довольно внушительная по объёму книга «Маркетинг на основе баз данных» призванная стать букварём с этой сфере. Именно так я понял его позиционирование, прочитав эту книгу. К сожалению это будет правдой, если читать только эту книгу в отрыве от всех остальных книг по маркетингу. Т.е. вполне возможно, что эта книга понадобится тем людям, кто работает только с базами данных или для которых базы данных – всё. Как мне показалось, автор попытался втиснуть в книгу всё, что только может иметь к этой тем
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Mar 23, 2014
Mathew Lui
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review of another edition
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This book is extremely useful. Arthur Middleton Hughes has written the book in a way that is very approachable to a students. In terms of an explaining how to do a customer life-time value, this book provides an excellent breakdown and many has examples for a variety of industries.
I borrowed this book so many time from the library, I will have to pick-up the most current edition when possible.
I borrowed this book so many time from the library, I will have to pick-up the most current edition when possible.
I recently started a job where I had to come up with a database marketing strategy, and this book was invaluable. It pretty much covers every aspect of database marketing you could want to know about, from email marketing through to direct mail and web advertising.
The level of detail is perfect - in-depth enough to go into the key metrics and strategies that you need to effectively utilise a marketing database but not so technical that you need to know anything about the technology underlying t ...more
The level of detail is perfect - in-depth enough to go into the key metrics and strategies that you need to effectively utilise a marketing database but not so technical that you need to know anything about the technology underlying t ...more
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Basically the same material as Successful Email Marketing Strategies by the same author. Not sure which book came first.
time consuming, had to keep reading and cross referencing
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“One result of this productive system is that the middle class has grown from being about 15 percent of the population in 1920 to being 86 percent of the population in 2011. While some of the population always seem to live at the poverty line, the vast majority of Americans today are affluent compared to their grandparents. They have the money to buy the products produced by American industry. In the process, the definition of poverty has changed. The majority of Americans who are classified by the government as living at the poverty level have indoor plumbing, color television sets, cell phones, air-conditioning, washers and dryers, microwaves, automobiles, and access to free health care. They are also a significant buying group.”
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“The big problem is that the messages, while they can be and sometimes are personalized, are seldom filled with dynamic content based on what we know about each customer. We have these rich databases, but we do not use the rich data that they hold. To use it requires many creative staff members who dream up the dynamic content. The thought is, “Subscribers who are over 65 have certain interests, while other subscribers are college students who have different interests. We will vary our messages based on this knowledge, and also do that for about a half-dozen other subscriber segments to make our relationships richer for them and more profitable for us.” This makes a lot of sense, but few marketers today are doing anything like that. They are blasting identical content to every subscriber or customer whose e-mail or address they can get their hands on.”
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