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Synopsis
Wisdom, analytics and tactics for improving multichannel profitability. Expanded Second Edition released October 2008. How to improve multi-channel customer and prospect profits using advanced recency, frequency and monetary value analysis. A 'must read' book for direct, catalog and Internet marketers; the definitive textbook for optimized RFM and beyond.
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About the Author
Donald R. Libey is President of Libey Incorporated, an international multichannel direct marketing advisory and intermediary firm he founded in 1989 which specializes in improving corporate performance, profitability and valuation. He is a non-executive director of large catalogue and online firms in the U.S., the U.K. and Europe. He is the editor of the Libey Economic Outlook, a monthly newsletter examining the economics of the multichannel marketing industry This is his tenth book on direct marketing. Chrsitopher Pickering is a partner in MeritDirect, a leading business-to-business list brokerage and management firm. He has worked in direct marketing for more than eighteen years and is a second-generation direct marketer. He designs and executes processing and analytic solutions that meet client needs.
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Libey and Pickering on RFM and Beyond
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Libey and Pickering on RFM and Beyond
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