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Strategic database marketing : the masterplan for starting and managing a profitable, custom-based marketing program / Arthur Middleton Hughes.

By: Hughes, Arthur Middleton.
Publisher: New York : McGraw Hill, 2000Edition: 2nd ed.Description: viii, 439 p. : ill. ; 24 cm.ISBN: 0071351825.Subject(s): Database marketing -- PlanningDDC classification: 658.84
Contents:
Pt. 1. Database marketing and the Web. - Pt. 2. Strategy develipement. - Pt. 3. Profiting by experience. - Appendix A : How to keep up with database marketing and commerce on the Web. - Appendix B : Answers to executive quizzes. - Appendix C : Glossary. - Index.
Summary: "Strategic Database Marketing, second edition is packed with innovative, workable strategies to profitably manage your customer relationships, retain loyalty, and increase the incremental profits from each customer in your databese. Thoroughly revised and updated from its bestselling, benchmark first edition, this time honored volume brings you state of the art research and case histories that reveal ; Web based techniques and tools to uncover your best customers, then build long term, profitable relationship with them ; a universal method for determining customer lifetime value and using it as astrategic focus ; strategies for using recency, frequency and monetary analysis to increase sales from existing customers. In a world full of competition the most profitable customer is the one you already have. Discover how to learn each of your customers likes and dislike and use those hot buttons to build loyalty, sales and profits with Strategic Database Marketing." - Back cover
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Pt. 1. Database marketing and the Web. - Pt. 2. Strategy develipement. - Pt. 3. Profiting by experience. - Appendix A : How to keep up with database marketing and commerce on the Web. - Appendix B : Answers to executive quizzes. - Appendix C : Glossary. - Index.

"Strategic Database Marketing, second edition is packed with innovative, workable strategies to profitably manage your customer relationships, retain loyalty, and increase the incremental profits from each customer in your databese. Thoroughly revised and updated from its bestselling, benchmark first edition, this time honored volume brings you state of the art research and case histories that reveal ; Web based techniques and tools to uncover your best customers, then build long term, profitable relationship with them ; a universal method for determining customer lifetime value and using it as astrategic focus ; strategies for using recency, frequency and monetary analysis to increase sales from existing customers. In a world full of competition the most profitable customer is the one you already have. Discover how to learn each of your customers likes and dislike and use those hot buttons to build loyalty, sales and profits with Strategic Database Marketing." - Back cover