- Hardcover: 400 pages
- Publisher: McGraw-Hill Publishing Co.; 2nd Revised edition edition (1 Jun 2000)
- Language English
- ISBN-10: 0071351825
- ISBN-13: 978-0071351829
- Product Dimensions: 22.9 x 15.7 x 3 cm
- Average Customer Review: 4.8 out of 5 stars See all reviews (6 customer reviews)
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Amazon Bestsellers Rank:
337,076 in Books (See Top 100 in Books)
- #17 in Books > Business, Finance & Law > Sales & Marketing > Database Marketing
- #80 in Books > Business, Finance & Law > Sales & Marketing > Direct
- See Complete Table of Contents
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Product Description
Product Description
"Strategic Database Marketing" is the only resource to explain database marketing from the customer's point of view, instead of the seller's. Now, as exploding research and technology create entirely new market challenges, the second edition of this influential bestseller explains the method for computing RFM (Reach, Frequency, Monetary), as well as covering recently developed tools and resources, including the Internet, loyalty programs, customer-specific marketing, and more.
From the Back Cover
Internet-Focused Database Strategies to Concentrate on Your Best Customers - and Deliver What They Want!
In today's Web-wired, point and click world, your customers have been empowered. They scream for exactly what they want - and how, and when, and why, and where! Marketers who ask the right questions - and understand how to act on the answers - can take instant control of entire industries.
Strategies Database Marketing, Second Edition, is packed with innovative, workable strategies to profitably manage your customer relationships, retain loyalty, and increase the incremental profits from each customer in your database. Thoroughly revised and updated from its best-selling, benchmark first edition, this time-honored volume brings you state-of-the-art research and case histories that reveal:
-Web-based techniques and tools to uncover your best customers and then build long-term, profitable relationships with them
-A universal method for determining customer lifetime value - and using it as a strategic focus
-Strategies for using frequency and monetary analysis to increase sales from existing customers
In a world of competition, the most profitable customer is the one you already have. Discover how to learn each of your customer's likes and dislikes and use those hot buttons to build loyalty, sales, and profits with Strategic Database Marketing.
Inside This Book
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First Sentence
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
"I've got it!" David announced excitedly. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most Helpful Customer Reviews
1 of 1 people found the following review helpful
Format:Hardcover
This is a classic on database marketing: full of wisdom, humour and common sense, it teaches you everything you need to know about retaining customers and maximising their lifetime value. One of the best business books of the year.
5 of 6 people found the following review helpful
Format:Hardcover
For me, to find this book was like finding a gold mine. I felt quite frustrated when I discovered that lots of people talk about database marketing but I couldn't get the information how to get started. It seems like people working with database marketing aren't eager to share their knowledge. Or they just can't explain in an understandable way how it works or they don't know how (even if they say they do). This book tells you why, how, when, where to succed in database marketing - truly a bible for the believers. It's easy to understand for everyone without knowledge nor experience in database marketing. But it's also a book for the proffessionals in this field. I bet everyone will get helpful hints from the author and it's well invested money to buy it.
Format:Hardcover
Can't praise this enough. Being an academic I had come across numerous books on the subject but none were as well laid out, practical and pragmatic as this one was, in introducing to a novice or reminding an expert of the various tools available to use. Excellent!
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Most Recent Customer Reviews
STRATEGIC DATABASE MARKETING book
Book arrived in good condition, and in good time. Surprised at how cheap it all was, considering the item was send from the States.
Published 13 months ago by Andrew
Essential database marketing resource
Can you have too much information? Only if you don't know how to use it. Although many companies already use the Internet in tandem with their databases to gather information about... Read more
Published on 11 Dec 2008 by Rolf Dobelli
Wonderful!
Wonderful source of information on database marketing concepts, as well as the in's and out's of implementation. Read more
Published on 8 Nov 1998
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