Title:
Strategic database marketing
Author:
Hughes, Arthur Middleton.
ISBN:
9780071457507
Personal Author:
Edition:
3rd ed.
Publication Information:
New York : McGraw-Hill, c2006, [i.e. 2005].
Physical Description:
viii, 437 p. ; 24 cm.
Contents:
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.
Abstract:
"Strategic Database Marketing, Third Edition, details the latest Web-focused strategies for unleashing the power in your company's customer database and turning it into a sales-building machine. Using dozens of updated case studies from Travelers Insurance, Hallmark, Caterpillar, and other global marketers, database marketing pioneer Arthur Hughes hones the concepts and hands-on strategies in this bestselling guide."--BOOK JACKET.
Subject Term:
Electronic Access:
Table of contents http://www.loc.gov/catdir/toc/ecip059/2005006389.html