Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable Customer-Based Marketing Program

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9780071351829: Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable Customer-Based Marketing Program

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.

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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.

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 International 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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