Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable Customer-Based Marketing Program

Bookstore, May 16, 2000

Arthur M. Hughes

Strategic Database Marketing is the only resource to explain database marketing from the customer's point of view, instead of the seller's. Now, as exploding research and technology create entirely new market challenges, the Second Edition of this influential bestseller explains the method for computing RFM (Reach, Frequency, Monetary), as well as covering recently developed tools and resources including the Internet, loyalty programs, customer-specific marketing, and more.

For more information on related topics, visit the following channels:

• Customer Relationship Management (CRM)
• Database Marketing
• Market Segmentation
• Campaign Management