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210123 ||| eng |
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|a 0071773487
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|a 0071773649
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|a 9780071773645
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4 |
|a HF5415.126
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|a Hughes, Arthur Middleton
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|a Strategic database marketing
|c Arthur M. Hughes
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| 250 |
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|a 4th ed
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| 260 |
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|a New York
|b McGraw-Hill
|c 2012
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| 300 |
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|a 1 volume
|b illustrations
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| 505 |
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|a Includes bibliographical references and index
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|a 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
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| 505 |
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|a 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 -- Chapter 7 -- Chapter 8 -- Chapter 11 -- Chapter 14 -- Chapter 16 -- Chapter 17
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| 653 |
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|a Database marketing / Planning
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| 653 |
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|a Bases de données / Marketing / Planification
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| 653 |
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|a Database marketing / Planning / fast
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|a eng
|2 ISO 639-2
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| 989 |
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|b OREILLY
|a O'Reilly
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| 776 |
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|z 9780071773485
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| 776 |
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|z 0071773487
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| 856 |
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|u https://learning.oreilly.com/library/view/~/9780071773485/?ar
|x Verlag
|3 Volltext
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|a 658.8/72
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|a 658
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|a 381
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|a 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
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