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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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 grasp the powerful potential of Web-focused database marketing....

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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.

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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 value" which is essential to any business owner. This book is...

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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 that covers many aspects of direct marketing - mostly from an...

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From: Amazon
Posted: Jan-22-2006

Practical & technical enough for instant application

I love this book. Working as a data analyst in the CRM department, this book teaches me all the practical caculation/ideas for my work.So far, this is the only book on the market that view database marketing from a quantitative point of view. On the other hand, it also instills the relationship...

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From: Amazon
Posted: Oct-23-2005

Fantastic Updated 3rd Edition

My approach to marketing was totally changed by reading this book; I was able to refine a jumble of thoughts into a clear, cohesive strategy. If you are at all exposed to marketing at work, Hughes will give you the ability to prioritize what is most important in your job.Hughes has just...

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From: Amazon
Posted: Aug-15-2003

Exceptional Coverage of Important Marketing Concepts

Hughes makes it exceedingly clear why customer loyalty and lifetime value are such critical marketing concepts. Hughes helps marketers understand why our hyper-focus on customer acquisition needs to be adjusted to consider retention and upsell as well.In particular, Hughes explains:* What...

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From: Amazon
Posted: May-26-2001

The Master Book

This book is the main book for my Internet Marketing Class at Mercy College's MS in Internet Business Systems program. It includes all necessary topics such as database marketing, banner advertisement, calculating LTV and RFM Email Marketing and best practices. This book is a must read for anyone...

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From: Amazon
Posted: Apr-05-2001

The absolute best in database marketing

One of the leading authorities in database marketing, and author of The Complete Database Marketer, has released the second edition of Strategic Database Marketing. There is a certain overlap between the two books, but whereas The Complete Database Marketer focusses on both the operational and...

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From: Amazon
Posted: Mar-08-2001

THE Best Database Marketing Reference

I have only been in the direct/database marketing field for a relatively brief time. However, I have already read many recent and highly acclaimed books on the two subjects. Although I rate these books from fair to excellent, none of them compares to this outstanding guide and reference by Mr....

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