Strategic Database Marketing

Web-focused strategies for turning a company?s customer list into its most powerful competitive advantage

For more than a decade, Strategic Database Marketing has been a popular and authoritative how-to on database marketing, referred to every day by marketing practitioners around the world. Featuring dozens of innovative, workable strategies, it has shown marketers how to profitably manage customer relationships, retain loyalty, increase the incremental profits from each customer in the database, and more.

Fast-changing tools and technologies require author and database marketing pioneer Arthur Hughes to update the book?s data and techniques. This substantially revised third edition features:

A completely new chapter on modeling and appended data
New details on fast-changing Web technologies and marketing
Updated material on prospecting, warehousing, and filtering
In-depth discussion of prospect databases, one of marketing?s newest and most promising innovations

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Recent Reviews

5/5: From: Amazon; Posted: Dec-11-2008; Essential database marketing resource; Can you have too much information? Only if you don't know how to use it. Although many companies already use the Internet in tandem with their databases to gather information about their customers, marketers are only now beginning to...; read full review | report as inappropriate

5/5: From: Amazon; Posted: Nov-10-2008; Excellent how to and reference; I am halfway through strategic database marketing, and so far it is quite excellent. The author explains concepts very clearly, and gives fairly specific info on how to implement, without being technical in terms of IT.; read full review | report as inappropriate

5/5: From: Amazon; Posted: Feb-09-2008; Database Guru; Arthur Hughes is a database guru. This books teaches you how to start and develop a customer database and how to use is it as your most powerful marketing tool. The author is world-renowned and has created concepts such as "lifetime...; read full review | report as inappropriate

3/5: From: Amazon; Posted: Aug-01-2007; Useful content, but not well written; For anyone who's looking for a well-written reflection on state-of-the-art direct marketing, this is not the right book. Yet, Arthur Hughes' 'Strategic Database Marketing' still has its merits.It's a straight-forward introductory text...; read full review | report as inappropriate

Selected Reviews

5/5: From: Amazon; Posted: Dec-11-2008; Essential database marketing resource; Can you have too much information? Only if you don't know how to use it. Although many companies already use the Internet in tandem with their databases to gather information about their customers, marketers are only now beginning to...; read full review | report as inappropriate

3/5: From: Amazon; Posted: Aug-01-2007; Useful content, but not well written; For anyone who's looking for a well-written reflection on state-of-the-art direct marketing, this is not the right book. Yet, Arthur Hughes' 'Strategic Database Marketing' still has its merits.It's a straight-forward introductory text...; read full review | report as inappropriate