| Description |
1 online resource (1 volume) : illustrations |
| Contents |
Cover Page -- Strategic Database Marketing -- Copyright Page -- Dedication -- Contents -- Acknowledgments -- 1 How Database Marketing Has Changed -- 2 The "Vision Thing" -- 3 Lifetime Value: The Way to Measure Marketing Programs -- 4 Customer and Subscriber Acquisition -- 5 Building Profits with Recency, Frequency, and Monetary Analysis -- 6 From Catalogs to Amazon -- 7 Loyalty and Retention -- 8 Making Each Communication an Adventure -- 9 Listening to Customers -- 10 Customer Segmentation -- 11 Transactions, Triggers, and Web Sites -- 12 Campaign Performance Measurement |
|
13 Analytics and Modeling -- 14 Testing and Control Groups -- 15 Social and Mobile Marketing -- 16 How Often Should You Communicate? -- 17 Building Retail Store Traffic -- 18 Financial Services -- 19 Business-to-Business Database Marketing -- 20 Why Databases Fail -- 21 Outsourcing -- 22 The Future of Database Marketing -- 23 A Farewell to the Reader -- Glossary -- Index -- Footnotes -- Chapter 7 -- Chapter 8 -- Chapter 11 -- Chapter 14 -- Chapter 16 -- Chapter 17 |
| Summary |
Providing the most current marketing theories and strategies for 15 years--now updated to cover digital platforms so you can expand your reach even further! Retaining all the advice, tips, tactics, and strategies that has made it the go-to resource for marketers who take their craft seriously, Strategic Database Marketing now shows how to use marketing metrics, measure them, and predict the most profitable courses of action on Google, e-mail, smart phones, social media, and other websites. Arthur M. Hughes , founder and Vice President of The Database Marketing Institute, Ltd, has been designing and maintaining marketing databases for Fortune 500 companies and others for the past 30 years |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Database marketing -- Planning
|
|
Database marketing -- Planning
|
| Form |
Electronic book
|
| ISBN |
9780071773645 |
|
0071773649 |
|
0071773487 |
|
9780071773485 |
|
