Strategic database marketing / Arthur M. Hughes.
Material type:
TextPublication details: New York : McGraw-Hill, 2012.Edition: 4th edDescription: viii, 598 p. : ill. ; 24 cmISBN: - 9780071773485
- 0071773487
- 9780071773645
- 0071773649
- HF5415.126 .H843
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| HF5415.123 .P53 Integrated marketing communications | HF5415.123 .P53 Integrated marketing communications | HF5415.1255 .I58 An introduction to branding and marketing communication management / | HF5415.126 .H843 Strategic database marketing / | HF5415.126 .M32 Network marketing | HF5415.126 .M32 Network marketing | HF5415.126 .M32 Network marketing |
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
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