Not only the most thorough guide available on the design and customization of an effective database program, it also takes the reader, step-by-step, through the process of interpreting data and implementing it to improve service quality and customer responses. Topics include: establishing realistic goals for a database marketing system; lead generation marketing; building a database marketing team; mainframes versus decentralized database system; estimating revenues and costs.
Preface
Part I : What is Database Marketing?
Introduction
Chapter 1 : Strategic Database Marketing : An Overview
Chapter 2 : “The Vision Thing”
Part II : Strategy Development
Chapter 3 : Lifetime Value : The Criterion of Strategy
Chapter 4 : Strategy : How to Build Profits with a Database
Chapter 5 : Building Profits with Recency, Frequency, Monetary (RFM) Analysis
Chapter 6 : Using Customer Profiles in Marketing Strategy
Chapter 7 : Building Relationships with Surveys
Chapter 8 : How Modeling Helps Build Profits
Chapter 9 : Strategy Verification : Testing and Control Groups
Part III : Profiting by Experience
Chapter 10 : Database Strategy for Retailers
Chapter 11 : Packaged Goods Databases : Don’t Lose Your Shirt
Chapter 12 : Business-to-Business Database Marketing
Chapter 13 : Financial Services Database Marketing
Chapter 14 : Why Databases Fail
Chapter 15 : Database Types that Succeed
Chapter 16 : Database Marketing and The Internal Struggle for Power
A Farewall to The Reader
Appendix A : Keeping Up with Database Marketing
Appendix B : Answers to The Executive Quiz Questions
Index
