Book description
Providing the most current marketing theories and strategies for 15 years—now updated to cover digital platforms so you can expand your reach even further!
Retaining all the advice, tips, tactics, and strategies that has made it the go-to resource for marketers who take their craft seriously, Strategic Database Marketing now shows how to use marketing metrics, measure them, and predict the most profitable courses of action on Google, e-mail, smart phones, social media, and other websites.
Arthur M. Hughes, founder and Vice President of The Database Marketing Institute, Ltd, has been designing and maintaining marketing databases for Fortune 500 companies and others for the past 30 years.
Table of contents
- Cover Page
- Strategic Database Marketing
- Copyright Page
- Dedication
- Contents
- Acknowledgments
- 1 How Database Marketing Has Changed
- 2 The “Vision Thing”
- 3 Lifetime Value: The Way to Measure Marketing Programs
- 4 Customer and Subscriber Acquisition
- 5 Building Profits with Recency, Frequency, and Monetary Analysis
- 6 From Catalogs to Amazon
- 7 Loyalty and Retention
- 8 Making Each Communication an Adventure
- 9 Listening to Customers
- 10 Customer Segmentation
- 11 Transactions, Triggers, and Web Sites
- 12 Campaign Performance Measurement
- 13 Analytics and Modeling
- 14 Testing and Control Groups
- 15 Social and Mobile Marketing
- 16 How Often Should You Communicate?
- 17 Building Retail Store Traffic
- 18 Financial Services
- 19 Business-to-Business Database Marketing
- 20 Why Databases Fail
- 21 Outsourcing
- 22 The Future of Database Marketing
- 23 A Farewell to the Reader
- Glossary
- Index
- Footnotes
Product information
- Title: Strategic Database Marketing 4e: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program, 4th Edition
- Author(s):
- Release date: December 2011
- Publisher(s): McGraw-Hill
- ISBN: 9780071773645
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