Strategic database marketing /
658.872HUG
Hughes ,Arthur Middleton
Strategic database marketing / by Arthur Middleton Hughes.- 4th ed.-New Delhi:Tata McGraw Hill ,2012.
viii,598p. :ill.;24cm(Hb)
content: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.
Note: Includes index
ISBN:9781259029059 Rs. 950.00 ISBN:1259029050 Rs. 950.00
DBAD/PUB /ENG-106088/ EN-89621 / 950.00 /sign