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

Type

Book

Authors

Arthur M. Hughes

ISBN 10

0071351825

ISBN 13

9780071351829

Tags

Advertising, Direct, Accounting, E-Commerce, Web Marketing, Databases & Big Data, Marketing

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 Amzon

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