Strategic Database Marketing (3 Edition)

Strategic Database Marketing (3 Edition)

By Arthur Hughes
McGraw Hill December 2005

Specifications

ISBN-13
9780071769716
Publisher
McGraw Hill
Publication
December 2005
Format
Hardback , 388 pages
Jurisdiction
International ? Countri(es) for reference only

Details

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

Table of Contents

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

About the Author

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].

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