Strategic Database Marketing: The Masterplan for Starting and
Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program
- ISBN13: 9780071457507
- Condition: New
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Web-focused strategies for turning a company’s customer list into its most powerful competitive advantage For more than a decade, Strategic Database Marketing has been a popular and authoritative how-to on database marketing, referred to every day by marketing practitioners around the world. Featuring dozens of innovative, workable strategies, it has shown marketers how to profitably manage customer relationships, retain loyalty, increase the incremental profits from each customer in the database, and more. Fast-changing tools and technologies require author and database marketing pioneer Arthur Hughes to update the book’s data and techniques. This substantially revised third edition features: A completely new chapter on modeling and appended data New details on fast-changing Web technologies and marketing Updated material on prospecting, warehousing, and filtering In-depth discussion of prospect databas
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Marketing 2.0: Strategies for Closer Customer Relationships
The dynamic changes in the market and the competitive environment demand a reorientation of marketing strategies. Developing and cultivating direct customer relationships and building customer trust are becoming key success factors. With new technologies such as broadband internet and mobile communication, companies are able to create closer dialogs with key customers. This book analyses the enduring changes that the world of marketing is undergoing and presents the four most important new concepts: holistic brand management, customer relationship marketing, real-time marketing, and multi-channel marketing. The text is accompanied by selected case studies from all over the world.
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The absolute best in database marketing,
One of the leading authorities in database marketing, and author of The Complete Database Marketer, has released the second edition of Strategic Database Marketing. There is a certain overlap between the two books, but whereas The Complete Database Marketer focusses on both the operational and strategic side of database marketing, this one goes much more in depth into developing database marketing strategies and the many tools you can use to develop your strategy (e.g. RFM, Lifetime Value, Profitability Segmenting, etc). This second edition also features some new material about the opportunities of the Internet, without becoming an e-commerce guide. Arthur has a very down-to-earth way of writing, which makes this both an educational and highly enjoyable work to read. He also illustrates his teachings with many real-life examples, complete with LTV analyses. Finally, there’s an extensive glossary and guide on how to keep up with developments in the database marketing field in the back of the book. My only bit of criticism would be the quizes at the end of each chapter, which at times seem to ask about rather trivial facts, while some of the answers in the back of the book seem to be incorrect.
Anyway, if there ever was a bible for database marketing, this is it ! An absolute must-have for database marketers and a fascinating read for marketers in general. Highly recommended !
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|The best intro to database marketing,
I have also read 4 books on database marketing and this one is the best. It is practical and clear. I also recommend Hugh’s website at http://www.dbmarketing.com.
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