Strategic database marketing
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| Main Author | |
|---|---|
| Format | Book |
| Language | English |
| Published |
New York :
McGraw-Hill,
c2006
|
| Edition | 3rd ed. |
| Subjects | |
| Online Access | Obsah |
| ISBN | 007145750X |
| Physical Description | viii, 437 s. : il. ; 24 cm |
Cover
Table of Contents:
- 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.