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

By Arthur Hughes
McGraw Hill December 2011

Specifications

ISBN-13
9780071773485
Publisher
McGraw Hill
Publication
December 2011
Format
Hardback , 480 pages
Jurisdiction
International ? Countri(es) for reference only

Details

 

  • 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

About the Author

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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