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Strategic Database Marketing 4e

Strategic Database Marketing 4e: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program

Strategic Database Marketing 4e The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program

Author: Arthur Hughes
Publisher: McGraw Hill
ISBN: 9780071773485
Published In: December 2011
Format: Hardback , 480 pages
Jurisdiction: International ? Disclaimer:
Countri(es) stated herein are used as reference only

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The classic guide to database marketing'updated with the latest, most effective ways to use Google, email, mobile devices, social media, and other online platforms
Provides expert coverage on all the basics of effective database marketing, including customer acquisition and retention, demographics, segmentation, SEM, analytics, and control groups
All charts, forms, and graphs can now be downloaded

Arthur Hughes is Executive Vice President of ACS, Inc., a database marketing company in Reston, Virginia. He has been designing and maintaining marketing databases for Fortune 500 companies and others for more than a dozen years. He has taught economics at the University of Maryland for 32 years, and lectures in the U.S., Canada, Europe, Latin America, and Asia on marketing. He is a frequent contributor to various publications including Direct, DM News, Target Marketing, Marketing Tools, Direct Marketing and The Internatioanl Journal of Database Marketing. He lectures at more than two dozen marketing conferences yearly in the U.S., Canada, Japan, Australia, Brazil, Malaysia, and Portugal. He was a key developer of RFM for Windows, a software product for advanced marketing to customers.

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