
Strategic Database Marketing
The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program
Arthur M. Hughes - Collection Marketing
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
Caractéristiques techniques
PAPIER | |
Éditeur(s) | Mc Graw Hill |
Auteur(s) | Arthur M. Hughes |
Collection | Marketing |
Parution | 31/08/2005 |
Édition | 3eme 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 |
Avantages Eyrolles.com
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