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Product Identifiers
PublisherMcGraw-Hill Companies, T.H.E.
ISBN-10007145750X
ISBN-139780071457507
eBay Product ID (ePID)22038213163
Product Key Features
Number of Pages448 Pages
Publication NameStrategic Database Marketing : The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program
LanguageEnglish
SubjectMarketing / General, E-Commerce / Internet Marketing, Marketing / Direct, Advertising & Promotion
Publication Year2005
FeaturesRevised
TypeTextbook
AuthorArthur Middleton Hughes
Subject AreaBusiness & Economics
FormatHardcover
Dimensions
Item Height1.4 in
Item Weight26.4 Oz
Item Length9.3 in
Item Width6.5 in
Additional Product Features
Edition Number3
Intended AudienceScholarly & Professional
LCCN2005-006389
Dewey Edition22
IllustratedYes
Dewey Decimal658.8/72
Table Of ContentPart I: Database Marketing and the Web ;Introduction; Chapter 1. Strategic Database Marketing and the Web: An Overview; Chapter 2. "The Vision Thing"; Part II: Strategy Development ; Chapter 3. Lifetime Value--The Criterion of Strategy; Chapter 4. Designing a Successful Customer Strategy; Chapter 5. Building Profits with Recency, Frequency, and Monetary Analysis; Chapter 6. Communicating With Customers; Chapter 7. Building Customer Loyalty; Chapter 8. Using Customer Profiles in Marketing Strategy; Chapter 9. Strategy Verification: Testing and Control Groups; Chapter 10. Finding Customers Through the Web; Part III: Profiting Through Experience ; Chapter 11. Retailing and Packaged Goods; Chapter 12. Building Retention and Loyalty in Business Customers; Chapter 13. Financial Services; Chapter 14. Why Databases Fail; Chapter 15. Database Types That Succeed; Chapter 16. Choosing Business Partners; Chapter 17. Database Marketing and the Internal Struggle for Power; A Farewell to the Reader; Appendix A. How to Keep Up with Database Marketing and Commerce on the Web; Appendix B. Answers to Executive Quizzes; Appendix C. Glossary; Index
Edition DescriptionRevised edition
SynopsisWeb-focused strategies for turninga company's customer list into itsmost powerful competitiveadvantage For more than a decade, Strategic DatabaseMarketing has been a popular and authoritativehow-to on database marketing, referred to everyday by marketing practitioners around the world.Featuring dozens of innovative, workable strategies,it has shown marketers how to profitablymanage customer relationships, retain loyalty,increase the incremental profits from each customerin the database, and more. Fast-changing tools and technologies requireauthor and database marketing pioneer ArthurHughes to update the book's data andtechniques. This substantially revised third editionfeatures: A completely new chapter on modeling andappended data New details on fast-changing Web technologiesand marketing Updated material on prospecting, warehousing,and filtering In-depth discussion of prospect databases, oneof marketing's newest and most promisinginnovations, Web-focused strategies for turning a companys customer list into its most powerful competitive advantage., Web-focused strategies for turning a company's customer list into its most powerful competitive advantage For more than a decade, "Strategic Database Marketing" has been a popular and authoritative how-to on database marketing, referred to every day by marketing practitioners around the world. Featuring dozens of innovative, workable strategies, it has shown marketers how to profitably manage customer relationships, retain loyalty, increase the incremental profits from each customer in the database, and more. Fast-changing tools and technologies require author and database marketing pioneer Arthur Hughes to update the book's data and techniques. This substantially revised third edition features: A completely new chapter on modeling and appended data New details on fast-changing Web technologies and marketing Updated material on prospecting, warehousing, and filtering In-depth discussion of prospect databases, one of marketing's newest and most promising innovations
LC Classification NumberHF5415.126.H843 2005
