Strategic Database Marketing

The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program

Arthur M. Hughes - Collection Marketing

438 pages, parution le 31/08/2005 (3^eme édition)

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Résumé

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

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.

Sommaire

Acknowledgments
Marketing Strategy Development
Profiting by Experience
Appendix A: How to Keep up with Database Marketing and Commerce on the Web
Appendix B: Answers to Quiz Questions
Appendix C: Glossary of terms used in Strategic Database Marketing
Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Arthur M. Hughes
Collection	Marketing
Parution	31/08/2005
Édition	3^eme édition
Nb. de pages	438
Format	15,5 x 23,5
Couverture	Relié
Poids	771g
Intérieur	Noir et Blanc
EAN13	9780071457507
ISBN13	978-0-07-145750-7