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Strategic Database Marketing : The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program, 4th Edition

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Title: Strategic Database Marketing : The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program, 4th Edition
Author: Arthur Middleton Hughes
ISBN: 1259029050 / 9781259029059
Format: Hard Cover
Pages: 602
Publisher: TMH
Year: 2012
Availability: Out of Stock
Special Indian Edition
     
 
  • Description
  • Contents

Since the previous edition of Strategic Database Marketing was published in 2006, digital tools like Google, e-mail, mobile devices, and social networking sites have completely changed the game. Customer outreach knows no boundaries, program management is more complex, and smart use of databases is absolutely critical to success. With these new challenges, though, come great opportunities?and this thoroughly updated new edition has everything you need to seize them all.

Retaining all the tips, tactics, and strategies that have made Strategic Database Marketing the go-to resource for marketers who take their craft seriously, this classic guide gives you the most current tools and techniques for gathering and measuring metrics and making accurate predictions with them.

Completely revised and updated, this new edition covers all the foundational database marketing principles and practices, including:

  • Lifetime value (LTV)
  • Building profits with recency and frequency
  • The off-e-mail sales multiplier
  • Customer and subscriber acquisition
  • Monetary (RFM) analysis
  • Expanding retail store traffic
  • Customer segmentation
  • Analytics and modeling
  • Loyalty marketing
  • Measuring the impact of social media
  • Testing and control groups
  • Business-to-business database marketing


All quizzes, forms, strategies, charts, and graphs are available online for instant reference and downloads. The book also enables you to calculate the lifetime value of your subscribers and customers and sample online databases to quantify your efforts.

The personal customer information stored in your company?s database files provides you with a unique and valuable competitive advantage. But are you using that information productively? Is your data difficult if not impossible for frontline employees to access when needed?

Strategic Database Marketing, Fourth Edition, is a one-stop resource for making the best possible use of database marketing to meet your strategic goals while keeping up with the changing nature of the market.

Acknowledgments

Chapter 1 : How Database Marketing Has Changed
Chapter 2 : The "Vision Thing"
Chapter 3 : Lifetime Value : The Way to Measure Marketing Programs
Chapter 4 : Customer and Subscriber Acquisition
Chapter 5 : Building Profits with Recency, Frequency, and Monetary Analysis
Chapter 6 : From Catalogs to Amazon
Chapter 7 : Loyalty and Retention
Chapter 8 : Making Each Communication an Adventure
Chapter 9 : Listening to Customers
Chapter 10 : Customer Segmentation
Chapter 11 : Transactions, Triggers, and Web Sites
Chapter 12 : Campaign Performance Measurement
Chapter 13 : Analytics and Modeling
Chapter 14 : Testing and Control Groups
Chapter 15 : Social and Mobile Marketing
Chapter 16 : How Often Should You Communicate?
Chapter 17 : Building Retail Store Traffic
Chapter 18 : Financial Services
Chapter 19 : Business-to-Business Database Marketing
Chapter 20 : Why Databases Fail
Chapter 21 : Outsourcing
Chapter 22 : The Future of Database Marketing
Chapter 23 : A Farewell to the Reader

Glossary
Index

 
 
 
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