9780071351829

Strategic Database Marketing is the only resource to explain database marketing from the customer's point of view, instead of the seller's. Now, as exploding research and technology create entirely new market challenges, the Second Edition of this influential bestseller explains the method for computing RFM (Reach, Frequency, Monetary), as well as covering recently developed tools and resources including the Internet, loyalty programs, customer-specific marketing, and more.

Part 1: Database Marketing and the Web.
Strategic Database Marketing and the Web: An Overview.
"The Vision Thing".
Part 2: Strategy Development.
Lifetime Value - The Criterion of Strategy.
Designing a Successful Cutomer Strategy.
Building Profits with Recency, Frequency, and Monetary Analysis.
Communicating with Customers.
Building Customer Loyalty.
Using Customer Profiles in Marketing Strategy.
Strategy Verification: Testing and Control Groups.
Finding Customers through the Web.
Part 3: Profiting by Experience.
Retailing and Packaged Goods.
Building Retention and Loyalty in Business Customers.
Financial Services.
Why Databases Fail.
Database Types That Succeed.
Choosing Business Partners.
Database Marketing and the Internal Struggle for Power A Farewell to the Reader.

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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

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

0071351825

Summary

Table of Contents

Strategic Database Marketing and the Web: An Overview.

"The Vision Thing".

Part 2: Strategy Development.

Lifetime Value - The Criterion of Strategy.

Designing a Successful Cutomer Strategy.

Building Profits with Recency, Frequency, and Monetary Analysis.

Communicating with Customers.

Building Customer Loyalty.

Using Customer Profiles in Marketing Strategy.

Strategy Verification: Testing and Control Groups.

Finding Customers through the Web.

Part 3: Profiting by Experience.

Retailing and Packaged Goods.

Building Retention and Loyalty in Business Customers.

Financial Services.

Why Databases Fail.

Database Types That Succeed.

Choosing Business Partners.

Database Marketing and the Internal Struggle for Power A Farewell to the Reader.

Supplemental Materials