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|a Hughes, Arthur Middleton
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|a Strategic database marketing /
|c Arthur MIddleton Hughes
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| 250 |
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|a 3rd ed.
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| 260 |
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|a New York :
|b McGraw-Hill,
|c c2006
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| 300 |
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|a viii, 437 s. :
|b il. ;
|c 24 cm
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| 500 |
|
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|a Obsahuje rejstřík
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| 505 |
0 |
|
|a Strategic database marketing and the Web: an overview -- "The vision thing" -- Lifetime value : The criterion of strategy -- Designing a successful customer strategy -- Building profits with recency, frequency, monetary analysis -- Communicating with customers -- Customer retention and loyalty -- Customer segmentation -- How predictive modeling boosts response -- Customer acquisition -- Strategy verification: testing and control groups -- Internet marketing -- Retailing and packaged goods -- Building retention and loyalty in business customers -- Financial services -- Why databases fail -- Database types that succeed -- Choosing business partners -- Database marketing and the internal struggle for power -- A farewell to the reader -- Appendix A. How to keep up with database marketing and commerce on the Web -- Appendix B. Answers to quiz questions -- Appendix C : glossary of terms used in strategic database marketing.
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