Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program
By Arthur M. Hughes.
Description
In his highly acclaimed book, The Complete Database Marketer, Arthur Hughes explained how to build a marketing database and use it to find new customers and maintain customer loyalty. Now, in Strategic Database Marketing, Hughes explains how to really make money with a database. For those who already know something about database marketing but want to discover how to turn a database into a profit center, Strategic Database Marketing is the bible. Among key topics are: a universal method for determining customer lifetime value and using it to evaluate proposed strategy options; regency, freq...
ISBN(s)
1557385513, 9781557385512
