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Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable, Customer-based Marketing Program (Hardcover)

by Arthur M. Hughes (Author) "I've got it!" David announced excitedly ..." (more)

5.0 out of 5 stars See all reviews (4 customer reviews)

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Product details

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: 23.1 x 15 x 3 cm

Average Customer Review: 5.0 out of 5 stars See all reviews (4 customer reviews)

Amazon.co.uk Sales Rank: 821,651 in Books (See Bestsellers in Books)
Popular in these categories:
#42 in Books > Business, Finance & Law > Sales & Marketing > Database Marketing
#89 in Books > Business, Finance & Law > Sales & Marketing > Direct

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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.

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Inside This Book (Learn More)

First Sentence
"I've got it!" David announced excitedly. Read the first page

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Customer Reviews

4 Reviews

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5.0 out of 5 stars (4 customer reviews)

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5 of 6 people found the following review helpful:

5.0 out of 5 stars A bible for every database marketer, 25 Jun 1998

By A Customer

This review is from: Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable, Customer-based Marketing Program (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.

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1 of 1 people found the following review helpful:

5.0 out of 5 stars One of the best business books of the year - two thumbs up!, 31 Aug 2007

By	P. Duffy (London) - See all my reviews (REAL NAME)

This review is from: Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program (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.

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1 of 2 people found the following review helpful:

5.0 out of 5 stars Wonderful!, 8 Nov 1998

By A Customer

This review is from: Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable, Customer-based Marketing Program (Hardcover)

Wonderful source of information on database marketing concepts, as well as the in's and out's of implementation. Hughes is definitely an authority on the topic, and provides very practical advice on how to implement database marketing within your organization.

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Most Recent Customer Reviews

5.0 out of 5 stars 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... Read more

Published 11 months ago by Rolf Dobelli

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