Strategic Database Marketing: The Masterplan for Startign and Managing a Profitable, Customer-Based Marketing Program

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In his highly acclaimed book, The Complete Database Marketer, Arthur Hughes explained how to build a marketing database and use it to find new customers and maintain customer loyalty. Now, in Strategic Database Marketing, Hughes explains how to really make money with a database. For those who already know something about database marketing but want to discover how to turn a database into a profit center, Strategic Database Marketing is the bible. Among key topics are: a universal method for determining customer ...
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More About This Book

Overview

In his highly acclaimed book, The Complete Database Marketer, Arthur Hughes explained how to build a marketing database and use it to find new customers and maintain customer loyalty. Now, in Strategic Database Marketing, Hughes explains how to really make money with a database. For those who already know something about database marketing but want to discover how to turn a database into a profit center, Strategic Database Marketing is the bible. Among key topics are: a universal method for determining customer lifetime value and using it to evaluate proposed strategy options; regency, frequency, monetary analysis and its use in building sales from existing customers; profiling, modeling, surveying, testing and use of controls in marketing to customers, and prospects to build profits and reduce marketing costs; and why databases fail, and how to be sure that yours doesn't. As you turn the pages of this book, you will find yourself learning some practical, workable principles which you can use to build profitable relationships with customers that will boost your customer retention rate and increase sales and profits. Whether your interest is in packaged goods, communications, retailing, financial services, or any of a hundred other industries, you will find Strategic Database Marketing tremendously helpful in developing and testing your marketing strategy.
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Product Details

  • ISBN-13: 9781557385512
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 2/28/1994
  • Pages: 352
  • Product dimensions: 6.36 (w) x 9.29 (h) x 1.03 (d)

Table of Contents

Preface
Pt. 1 What Is Database Marketing?
Introduction 1
1 Strategic Database Marketing: An Overview 13
2 "The Vision Thing" 23
Pt. 2 Strategy Development
3 Lifetime Value: The Criterion of Strategy 45
4 Strategy: How to Build Profits with a Database 61
5 Building Profits with Recency, Frequency, Monetary (RFM) Analysis 87
6 Using Customer Profiles in Marketing Strategy 107
7 Building Relationships with Surveys 133
8 How Modeling Helps Build Profits 159
9 Strategy Verification: Testing and Control Groups 177
Pt. 3 Profiting by Experience
10 Database Strategy for Retailers 197
11 Packaged Goods Databases: Don't Lose Your Shirt 219
12 Business-to-Business Database Marketing 247
13 Financial Services Database Marketing 265
14 Why Databases Fail 285
15 Database Types that Succeed 311
16 Database Marketing and the Internal Struggle for Power 323
A Farewell to the Reader 339
Appendix A: Keeping Up with Database Marketing 341
Appendix B: Answers to the Executive Quiz Questions 345
Index 347
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