Pt. 1. Database marketing and the Web -- 1. Strategic database marketing and the Web : an overview -- 2. "The vision thing" -- Pt. 2. Marketing strategy development -- 3. Lifetime value - the criterion of strategy -- 4. Designing a successful customer strategy -- 5. Building profits with recency, frequency, monetary analysis -- 6. Communicating with customers -- 7. Customer retention and loyalty -- 8. Customer segmentation -- 9. How predictive modeling boosts response -- 10. Customer acquisition -- 11. Strategy verification : testing and control groups -- 12. Internet marketing -- Pt. 3. Profiting by experience -- 13. Retailing and packaged goods -- 14. Building retention and loyalty in business customers -- 15. Financial services -- 16. Why databases fail -- 17. Database types that succeed -- 18. Choosing business partners -- 19. Database marketing and the internal struggle for power -- 20. A farewell to the reader.

App. A. How to keep up with database marketing and commerce on the Web.