Strategic Database Marketing (3 Edition)

Part I: Database Marketing and the Web; Introduction;

Chapter 1. Strategic Database Marketing and the Web: An Overview;

Chapter 2. "The Vision Thing"; Part II: Strategy Development;

Chapter 3. Lifetime Value--The Criterion of Strategy;

Chapter 4. Designing a Successful Customer Strategy;

Chapter 5. Building Profits with Recency, Frequency, and Monetary Analysis;

Chapter 6. Communicating With Customers;

Chapter 7. Building Customer Loyalty;

Chapter 8. Using Customer Profiles in Marketing Strategy;

Chapter 9. Strategy Verification: Testing and Control Groups;

Chapter 10. Finding Customers Through the Web;

Part III: Profiting Through Experience;

Chapter 11. Retailing and Packaged Goods;

Chapter 12. Building Retention and Loyalty in Business Customers;

Chapter 13. Financial Services;

Chapter 14. Why Databases Fail;

Chapter 15. Database Types That Succeed;

Chapter 16. Choosing Business Partners;

Chapter 17. Database Marketing and the Internal Struggle for Power; A Farewell to the Reader;

Appendix A. How to Keep Up with Database Marketing and Commerce on the Web;

Appendix B. Answers to Executive Quizzes;

Appendix C. Glossary;

Index

Arthur Middleton Hughes is one of the acknowledged pioneers in database marketing with more than twenty five years of experience designing and building marketing databases for such companies as Compaq, Western Union, Nestle, US West, BMW, and Universal Music. Hughes is the vice president/solutions architect of KnowledgeBase Marketing, a subsidiary of Young & Rubicam. Along with frequent articles in leading industry publications, he wrote The Complete Database Marketer and The Customer Loyalty Solution. Hughes is a popular speaker at marketing and economics conferences throughout the world. He and his wife Helena live in Fort Lauderdale Florida, where he can be reached at [email protected].