Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable Customer-Based Marketing Program / Edition 2

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More About This Textbook

Overview

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 developed tools and resources including the Internet, loyalty programs, customer-specific marketing, and more.

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Product Details

  • ISBN-13: 9780071351829
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 5/16/2000
  • Edition description: Older Edition
  • Edition number: 2
  • Pages: 439
  • Product dimensions: 6.20 (w) x 9.36 (h) x 1.14 (d)

Table of Contents

Part 1: Database Marketing and the Web. Strategic Database Marketing and the Web: An Overview. "The Vision Thing". Part 2: Strategy Development. Lifetime Value - The Criterion of Strategy. Designing a Successful Cutomer Strategy. Building Profits with Recency, Frequency, and Monetary Analysis. Communicating with Customers. Building Customer Loyalty. Using Customer Profiles in Marketing Strategy. Strategy Verification: Testing and Control Groups. Finding Customers through the Web. Part 3: Profiting by Experience. Retailing and Packaged Goods. Building Retention and Loyalty in Business Customers. Financial Services. Why Databases Fail. Database Types That Succeed. Choosing Business Partners. Database Marketing and the Internal Struggle for Power A Farewell to the Reader.
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Customer Reviews

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  • Posted Thu Dec 11 00:00:00 EST 2008

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    Essential database marketing resource

    Can you have too much information? Only if you don¿t know how to use it. Although many companies already use the Internet in tandem with their databases to gather information about their customers, marketers are only now beginning to grasp the powerful potential of Web-focused database marketing. Arthur M. Hughes is a pioneer in the field and his book is an essential database marketing resource. It clearly shows companies large and small how to use their databases to build relationships with their customers, and convert them into lifelong users of their products or services. It is necessarily technical at times, so a background in business is helpful in understanding all of the content. Yet, if the economics of database marketing make sense for your product or service ¿ and Hughes will tell you if they do or not ¿ getAbstract predicts that you will rely upon this book as a welcome guide.

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  • Anonymous

    Posted Wed Jun 21 00:00:00 EDT 2000

    Revelation in Database Marketing

    Strategic Database Marketing is one of the most practical marketing books I have ever read. Arthur Hughes introduces the reader to the key database marketing concepts. He illustrates each concept with success stories, costly failures ... and last but not least numerical, practical examples (the major selling point of the book). Furthermore, Arthur Hughes empowers the reader by giving her the opportunity to test her understanding of the material at the end of each chapter. To summarize, Strategic Database Marketing has successfully shown how to get the most from a customer base while satisfying their wants and needs.

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