Normal view MARC view ISBD view

Hughes, Arthur Middleton.

Strategic database marketing / Arthur M. Hughes. - 4th ed. - New York : McGraw-Hill, 2012. - viii, 598 p. : ill. ; 24 cm.

Includes index.

Chapter 1: How Database Marketing has Changed
Chapter 2: The "Vision Thing"
Chapter 3: Lifetime Value: The Way to Measure marketing Programs
Chapter 4: Customer and Subscriber Acquisition
Chapter 5: Building Profits with Recency, Frequency and Monetary Analysis
Chapter 6: From Catlogs to Amazon
Chapter 7: Loyalty and Retention
Chapter 8: Making Each Communication an Adventure
Chapter 9: Listening to Customers
Chapter 10: Customer Segmentation
Chapter 11: Transactions, Triggers and Web Sites
Chapter 12: Campaign Performance Measurement
Chapter 13: Analytics and Medling
Chapter 14: Testing and Control Groups
Chapter 15:Social and Mobile Marketing
Chapter 16: How Often should you Communicate
Chapter 17: building Retail Store Traffic
Chapter 18: Financial Services
Chapter 19: Business - to - Business Database Marketing
Chapter 20: Why Databases Fail
Chapter 21: Outsourcing
Chapter 22: The Future of Database Marketing
Chapter 23: A Farewell to the Reader

ISBN: 9780071773485 0071773487 9780071773645 0071773649

Subjects--Topical Terms:
Database marketing--Planning.

LC Class. No.: HF5415.126 / .H843