Strategic database marketing /

Strategic database marketing /

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Bibliographic Details
Main Author: Hughes, Arthur Middleton
Format: Book
Language:English
Published: New York : McGraw-Hill, c2012
Edition:4th ed
Subjects:
Database marketing > Planning
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300 |a viii, 598 p. :  |b ill. ;  |c 24 cm 
500 |a Includes index 
504 |a Includes bibliographical references and index 
505 0 0 |g 1  |t How Database Marketing Has Changed --  |g 2.  |t "Vision Thing" --  |g 3.  |t Lifetime Value: The Way to Measure Marketing Programs --  |g 4.  |t Customer and Subscriber Acquisition --  |g 5.  |t Building Profits with Recency, Frequency, and Monetary Analysis --  |g 6.  |t From Catalogs to Amazon --  |g 7.  |t Loyalty and Retention --  |g 8.  |t Making Each Communication an Adventure --  |g 9.  |t Listening to Customers --  |g 10.  |t Customer Segmentation --  |g 11.  |t Transactions, Triggers, and Web Sites --  |g 12.  |t Campaign Performance Measurement --  |g 13.  |t Analytics and Modeling --  |g 14.  |t Testing and Control Groups --  |g 15.  |t Social and Mobile Marketing --  |g 16.  |t How Often Should You Communicate? --  |g 17.  |t Building Retail Store Traffic --  |g 18.  |t Financial Services --  |g 19.  |t Business-to-Business Database Marketing --  |g 20.  |t Why Databases Fail --  |g 21.  |t Outsourcing --  |g 22.  |t Future of Database Marketing --  |g 23.  |t Farewell to the Reader. 
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