Strategic database marketing
Subtitle: the masterplan for starting and managing a profitable, customer-based marketing program
By: by Arthur Hughes.
Edition: 3rd ed.
Publisher: McGraw-Hill
Published: 2005
Place of publication: New York
Language: eng
Subjects: Database marketing -- Planning.
Notes: Includes index.
Table of contents: title: Strategic database marketing and the Web: an overview; title: "The vision thing"; title: Lifetime value; title: The criterion of strategy; title: Designing a successful customer strategy; title: Building profits with recency, frequency, monetary analysis; title: Communicating with customers; title: Customer segmentation; title: How predictive modeling boosts response; title: Customer acquisition; title: Strategy verification: testing and control groups; title: Internet marketing; title: Retailing and database marketing; title: Building retention and loyalty in business customers; title: Financial services; title: Why databases fail; title: Database types that succeed; title: Choosing business partners; title: Database marketing and the internal struggle for power; title: A farewell to the reader; title: Glossary of terms used in strategic database marketing; title: Appendix A. How to keep up with database marketing and commerce on the Web; title: Appendix B. Answers to quiz questions.