Strategic database marketing
The masterplan for starting and managing a profitable customer-based marketing program
Résumé
Strategic Database Marketing, Second Edition, is packed with innovative, workable strategies to profitably manage your customer relationships, retain loyalty, and increase the incremental profits from each customer in your database. Thoroughly revised and updated from its best-selling, benchmark first edition, this time-honored volume brings you state-of-the-art research and case histories that reveal:
- Web-based techniques and tools to uncover your best
customers-then
build long-term, profitable relationships with them
- A universal method for determining customer lifetime value-and using it as a strategic focus
- Strategies for using recency, frequency, and monetary
analysis to increase sales from existing customers
In a world full of competition, the most profitable customer is the one you already have. Discover how to learn each of your customer's likes and dislikes-and use those hot buttons to build loyalty, sales, and profits with Strategie Database Marketing.
Arthur M. Hughes is one of the acknowledged pioneers of database marketing. After twenty years experience designing and building marketing databases for such companies as Compaq, Western Union, Nestlé, US West, and CIBA as executive vice president of an innovative service bureau, Hughes is now vice president for strategic planning at MS Database Marketing, a Los Angeles full service firm specializing in customer management and Internet marketing. Along with frequent articles in leading industry publications, he wrote The Complete Database Marketer (first and second editions) and is a popular speaker at marketing and economics conferences throughout the world.
L'auteur - Arthur M. Hughes
Arthur M. Hughes is one of the acknowledged pioneers of database marketing. After twenty years experience designing and building marketing databases for such companies as Compaq, Western Union, Nestle, US West, and CIBA as executive vice president of an innovative service bureau, Hughes is now vice president for strategic planning at MS Database Marketing, a Los Angeles full service firm specializing in customer management and Internet marketing.
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Mc Graw Hill |
| Auteur(s) | Arthur M. Hughes |
| Parution | 01/01/2000 |
| Nb. de pages | 440 |
| Format | 16 x 24 |
| Couverture | Relié |
| Poids | 774g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780071351829 |
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