The Complete Database Marketer: Second Generation Strategies and Techniques for Tapping the Power of Your Customer Database - Hardcover

Hughes, Arthur

  • 3.78 out of 5 stars
    9 ratings by Goodreads
 
9781557388933: The Complete Database Marketer: Second Generation Strategies and Techniques for Tapping the Power of Your Customer Database
Hardcover
ISBN 10: 1557388938 ISBN 13: 9781557388933
Publisher: McGraw-Hill, 1995

Synopsis

Regardless of what you're selling, to market effectively today you need a marketing database that links you to your loyal customers who are eager to be the first to learn about your new offerings. You will need to be linked to active prospects whom you will transform into loyal customers. You will need to use the information in the database to understand your customers and to communicate with them one-on-one. And the way to do that is to build a marketing database and use it to establish and maintain profitable lifetime relationships with your customer. The Complete Database Marketer will show you how.
The Complete Database Marketer has been totally redrafted to bring it up to date with developments through 1995, including media selection for database marketing; the PC server and the mainframe; hardware and software for database marketing; selling the database to top management; measured marketing for retail chains; lifetime value calculation; and marketing for banking, publishing, and business-to-business.

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About the Author

Arthur Hughes is Executive Vice President of ACS, Inc., a database marketing company in Reston, Virginia. He has been designing and maintaining marketing databases for Fortune 500 companies and others for more than a dozen years. He has taught economics at the University of Maryland for 32 years, and lectures in the U.S., Canada, Europe, Latin America, and Asia on marketing. He is a frequent contributor to various publications including Direct, DM News, Target Marketing, Marketing Tools, Direct Marketing and The Internatioanl Journal of Database Marketing. He lectures at more than two dozen marketing conferences yearly in the U.S., Canada, Japan, Australia, Brazil, Malaysia, and Portugal. He was a key developer of RFM for Windows, a software product for advanced marketing to customers.

"About this title" may belong to another edition of this title.

Publisher
McGraw-Hill
Publication date
1995
Language
English
ISBN 10 
1557388938
ISBN 13 
9781557388933
Binding
Hardcover
Edition number
2
Number of pages
550
Rating
  • 3.78 out of 5 stars
    9 ratings by Goodreads