Contents
1 How Database Marketing Has Changed
3 Lifetime Value: The Way to Measure Marketing Programs
4 Customer and Subscriber Acquisition
5 Building Profits with Recency, Frequency, and Monetary Analysis
8 Making Each Communication an Adventure
11 Transactions, Triggers, and Web Sites
12 Campaign Performance Measurement
15 Social and Mobile Marketing
16 How Often Should You Communicate?
17 Building Retail Store Traffic
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