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

Hughes, Arthur M.

Hardcover

ISBN 10: 1557385513 ISBN 13: 9781557385512

Verlag: Irwin Professional Publishing, 1994

Inhaltsangabe

Book by Hughes Arthur M

Über diesen Titel

Reseña del editor

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, frequency, monetary analysis and its use in building sales from existing customers; profiling, modeling, surveying, testing and use of controls in marketing to customers, and prospects to build profits and reduce marketing costs; and why databases fail, and how to be sure that yours doesn't. As you turn the pages of this book, you will find yourself learning some practical, workable principles which you can use to build profitable relationships with customers that will boost your customer retention rate and increase sales and profits. Whether your interest is in packaged goods, communications, retailing, financial services, or any of a hundred other industries, you will find Strategic Database Marketing tremendously helpful in developing and testing your marketing strategy.

Details zur Ausgabe

• Verlag: Irwin Professional Publishing
• Erscheinungsdatum: 1994
• Sprache: Englisch
• ISBN 10: 1557385513
• ISBN 13: 9781557385512
• Einband: Tapa dura
• Anzahl der Seiten: 300
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar